Reputation Marketing: Building and Sustaining Your Organization's Greatest Asset, 1st ed.

Reputation Marketing: Building and Sustaining Your Organization's Greatest Asset, 1st ed. Joe Marconi McGraw-Hill Publishing New York, NY 2001 232 pp. ISBN 0-658-01429-3 US $39.95

Keywords Assets, Internet, Brand management, Corporate image

Review DOI 10.1108/07363760310457396

This book provides the reader with a skillful analysis on the subject of reputation marketing and how it contributes to the success or failure of a company. This book was of special interest to me, as a public relations professional, because it provided me with a very solid, concrete guide to managing a company's reputation in today's modern marketplace.

The author gives examples in each chapter of marketing issues and challenges facing the marketer, while examining these issues from a reputation perspective. The overall challenge to the author is to convince the reader of the overall importance of reputation marketing and how this often-misunderstood practice is vital to a successful marketing plan.

A company's reputation refers to the public's collective opinion of that organization. A reputation has the power to attract or repel customers, employees, suppliers, community members and others, and reputation can be either an asset or a liability. It is a well-known fact that reputations take a long time to build or change, and it is important for companies to understand that reputation management should become a priority in their marketing plan.

With easy-to-follow examples from everyday life, the author clearly communicates the importance of a good corporate reputation. With case studies from companies such as Ford, Firestone, and Levi's, this work provides in-depth coverage of a variety of subjects, including the role of research in building reputation, the use of new media resources to further a reputation, and proven strategies for improving a "bad" reputation. The book is structured with the following eight major parts:

(1) Understanding reputation marketing.

(2) The role of research in building a reputation.

(3) Using what you have (or do...