TY  - BOOK
AU  - Marconi,Joe
ED  - American Marketing Association.
TI  - Reputation marketing: building and sustaining your organization´s greatest asset 
SN  - 0658014293
U1  - 659.285 
PY  - 2002///
CY  - New York
PB  - McGraw-Hill
KW  - Compañías
KW  - Relaciones públicas
KW  - Imagen corporativa
KW  - Marcas de fábrica
KW  - Mercadeo
N1  - ´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
ER  -