By Dylan Schleicher
May 17, 2004,
News & Opinion
Book: 18 Immutable Laws of Corporate Reputation
Author: Ronald Alsop
Reviewer: johnmoore (from the Brand Autopsy blog)
In 18 Immutable Laws of Corporate Reputation, Ronald Alsop gives sound advice on how to manage, measure, and nurture the reputation of a corporation.
As a marketer, the concept of displacing the discipline of brand management for reputation management is profound. Lets face it, branding is a nebulous term that not everyone in your company fully understands, including folks in the marketing department.