Reputation marketing : building and sustaining your organization´s greatest asset / Joe Marconi.

´American Marketing Association.´

Incluye bibliografía.

Who do you think you are? understanding reputation marketing -- Attitudes and awareness: the role of research in building your reputation -- A long and distinguished history ... or not: using what you have (or what you don´t have) to manage your reputation -- Looking the part: dressing for success, for failure, or just to be noticed -- Putting your reputation on the line - online reputation marketing in the Internet age -- Damage control: changing a ´bad reputation´ -- The halo effect and borrowed interest: getting ahead on someone else´s reputation -- The reputation marketing casebook: about companies that built, changed, or exploited their reputations -- A crash course in reputation marketing.