Reputation Management: The Key to Successful Public Relations and Corporate Communication 3rd Edition
John Doorley & Helio Fred Garcia
Originally published in 2007, Reputation Management is an up-to-date guide for students and professionals, as well as CEOs and other business leaders. Its principles remain founded on the concept that reputation can be measured, monitored, and managed.
Each chapter is fleshed out with the real-world experience of the authors and contributors, who come from a wide range of professional corporate communication backgrounds.
Updates to the third edition include:
- Global content has been incorporated and expanded throughout the book, rather than being restricted to only one chapter.
- Opening vignettes, examples, and case studies have been updated in each chapter.
- Additional case studies and examples with an international focus have been added.
Competitive Positioning: Best Practices for Creating Brand Loyalty
Richard D. Czerniawski & Michael W. Maloney
One has to agree that in today’s chaotic, fast-moving, competitive marketplace, it takes healthy brands and the survival of the fittest to succeed. Many products and services today are virtually indistinguishable, leaving customers to discriminate basically on pricing.
The book therefore promotes the need to evolve from product marketing to brand marketing in order to win and sustain customer’s loyalty by sharing proven principles, insights from leading marketing practitioners, practical tools, and real-world examples.