{"product_id":"corporate-reputation-why-does-it-matter-von-ricarda-dumke","title":"Corporate Reputation why does it matter?","description":"\u003cp\u003eRevision with unchanged content. In the last decade, CEOs increasingly recognized that intangible assets may  provide a more stable basis for competitive advantage than patents and technologies.  Hence, companies started to invest in corporate PR to communicate  good corporate behaviour, gain goodwill and improve their public perception.  This book categorises and analyses approaches and techniques of more  than 700 communication practitioners throughout Europe on how to use corporate  reputation as a tool to gain competitive advantage. It details corporate  reputation management strategies and their contribution to business  success. One of the world's top 3 PR consultancies hosted the research that  underpins this book, which presents powerful advice for industry professionals  (i.e. PR consultancies). The author writes with the perspective of PR  practitioners, journalists as well as Marketing and PR students in mind. CEOs  may enjoy the factual research and tangible advice on how to convert corporate  reputation into a valuable intangible asset that delivers competitive advantage.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783639396034\"\u003e\u003ch3\u003eHow communication experts  handle corporate reputation  management in Europe\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783639396034","offer_id":39484127215709,"sku":"9783639396034","price":49.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/a69e4c50-58b5-430b-a3c6-7cb7b60201a8.jpg?v=1775884774","url":"https:\/\/shop.autorenwelt.de\/products\/corporate-reputation-why-does-it-matter-von-ricarda-dumke","provider":"Autorenwelt Shop","version":"1.0","type":"link"}