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Corporate Reputation Management: Wirksame Strategien Für Den Unternehmenserfolg
Paperback
ISBN13: 9783834930439
Publisher: Gabler Verlag
Published: Dec 5 2012
Pages: 369
Weight: 1.37
Height: 0.81 Width: 6.69 Depth: 9.61
Language: German
Der gute Ruf eines Unternehmens ist nicht auf das Ergebnis von Image-Kampagnen zu beschränken, sondern fordert das Unternehmen als Ganzes in den Dialog mit seinen internen und externen Stakeholdern zu treten. Ausgewiesene Experten zeigen, dass ein ganzheitlich im Unternehmen verankertes Reputation Management Vertrauen aufbaut und Reputation langfristig unverzichtbar ist für die Wertschöpfung einer Organisation.
Der Inhalt
Grundlagen des Corporate Reputation Management: Relevanz für Unternehmen
Ziele und Zielgruppen des Reputation Managements
Praxisrelevante Instrumente des Reputation Managements
Unterschiedliche Reputationsaktivitäten und deren Auswirkungen
Evaluierung der Reputationsaktivitäten
Organisatorische Verankerung des Reputation Managements
Die Rolle der Unternehmenskommunikation
Best Practice - ausgewählte Case Studies
Die Zielgruppen
Unternehmer, Vorstände und Führungskräfte; HR- und Kommunikationsverantwortliche; Berater.
Die Herausgeber
Cornelia Wüst ist als Beraterin spezialisiert auf Reputation-Management-Programme und Unternehmenskommunikation für nationale und internationale Unternehmen und Führungskräfte.
Prof. Dr. Ralf T. Kreutzer war über 15 Jahre in verschiedenen Managementpositionen tätig und ist Professor für Marketing an der Hochschule für Wirtschaft und Recht, Berlin.
Unternehmer, Vorstände und Führungskräfte; HR- und Kommunikationsverantwortliche; Berater.
Die Herausgeber
Cornelia Wüst ist als Beraterin spezialisiert auf Reputation-Management-Programme und Unternehmenskommunikation für nationale und internationale Unternehmen und Führungskräfte.
Prof. Dr. Ralf T. Kreutzer war über 15 Jahre in verschiedenen Managementpositionen tätig und ist Professor für Marketing an der Hochschule für Wirtschaft und Recht, Berlin.
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