Introduction: The Communication System 1. What is Corporate Communication? 2. From Communication to Reputation 3. Building Identity and Identification 4. Measuring Corporate Identity 5. Communicating with the Corporate Brand 6. Developing a Reputation Platform 7. Expressing the Company 8. Communicating with Key Stakeholder Groups 9. Assessing the Effectiveness of Corporate Communication 10. Applied Reputation Research 11. Organizing Corporate Communication
Cees B.M. van Riel is Professor of Corporate Communication at the Rotterdam School of Management at Erasmus University in The Netherlands, and Managing Director of the Reputation Institute, a privately held research and consultancy firm that he and Charles Fombrun created in 1999.
Charles J. Fombrun is Emeritus Professor of Management at New York University and Executive Director of the Reputation Institute.
"In the past decade Charles Fombrun and Cees van Riel have
succeeded in making reputation relevant to professional experts and
the corporate boardroom alike. In years to come reputation
management will become as indispensable to the corporate world as
accounting and business management are right now."--Jules Prast,
Executive Vice President & Global Director of Corporate
Communications, Royal Philips Electronics"This volume offers a
sophisticated how-to guide, modeling the flow and language that
architects of communication systems could immediately appply wtih
precision and skill." -- Choice
'In the past decade Charles Fombrun and Cees van Riel have
succeeded in making reputation relevant to professional experts and
the corporate boardroom alike. In years to come reputation
management will become as indispensable to the corporate world as
accounting and business management are right now.'-Jules Prast,
Executive Vice President & Global Director of Corporate
Communications, Royal Philips Electronics
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