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02216cam a2200301 a 4500 |
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20241030105351.0 |
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950512s1996 maua b 001 0 eng |
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|a 95020172
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|a 0875846335
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|a 9780875846330
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|a (OCoLC)32589624
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|a (OCoLC)ocm32589624
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|a DLC
|c DLC
|d OCL
|d OCLCO
|d U@S
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|a U@SA
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|a HD59.2
|b .F66 1996
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|a 659.2
|2 20
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1 |
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|a Fombrun, Charles J.
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| 245 |
1 |
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|a Reputation :
|b realizing value from the corporate image /
|c Charles J. Fombrun.
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| 260 |
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|a Boston, Mass. :
|b Harvard Business School Press,
|c c1996.
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| 300 |
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|a x, 441 p. :
|b il. ;
|c 25 cm.
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| 504 |
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|a Incluye referencias bibliográficas (p. 401-416) e índice.
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| 505 |
0 |
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|a Introduction: Why reputations matter -- Part I. The hidden value of a good reputation: 1. As good as gold -- 2. What's in a name? -- 3. Enlightened self-interest -- 4. Reputational capital -- 5. Identity traits -- 6. Shaping consistent images -- 7. Of pageants and horse races -- 8. The reputational audit -- Part II. The ups and downs of reputation: 9. Fashion's ins and outs -- 10. The MBA academics under siege -- 11. So you want a new identity... 12. Pitching arm and hammer -- 13. The deal-makers -- 14. Doing good, the Morgan way -- 15. Song of Salomon -- Conclusion: The burden of celebrity.
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| 520 |
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|a "Good reputations, says Charles Fombrun, create wealth. In this thoroughly accessible book, Fombrun shows that by developing strong and consistent images, well-regarded companies generate hidden assets - or reputational capital - that give them a distinct advantage. Reputation examines how companies in a variety of industries, such as international fashion, investment banking, packaged goods, and even U.S. business schools, compete for prestige and achieve celebrity. Vital, relevant, and readable for professionals in public, community, investor, and employee relations as well as brand and marketing managers and senior executives." --Descripción del editor.
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| 650 |
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0 |
|a Corporate image.
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| 650 |
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0 |
|a Corporate image
|v Case studies.
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| 650 |
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7 |
|a Imagen corporativa.
|2 UDESA
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| 650 |
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7 |
|a Imagen corporativa
|v Casos de estudio.
|2 UDESA
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