By Charles J. Fombrun
Buy new: $31.08
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Customer tags: marketing(2), public relations(2), design, branding, entrepreneurship, brand
Review & Description
In the first book to quantify the economic returns of reputation, Fombrun shows that by developing strong and consistent images, well-regarded companies create hidden assets that give them a distinct competitive advantage. This book takes readers on a whirlwind tour of how companies build credibility and status. Fombrun shows how major organizations in such diverse settings as the fashion, investment banking, and packaged goods industries - and even U.S. business schools - compete for prestige and achieve celebrity. Read more
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