Reputation Marketing

by Joe Marconi

Can you measure the value of a good reputation?Negative publicity forces the American Medical Association to back out of a deal promoting Sunbeam health-care products—and to pay Sunbeam $9.9 millionLevi-Strauss is written off as stodgy and unfashionable by the all-important youth market and loses its long-held position as the world's preeminent maker of denim jeansNike carefully crafts an image of athletic shoes as a symbol of skill, rebellion, and individuality and commands a premium price in a saturated marketplaceHow much profit has Nike's good reputation netted for the company? At the same time, what has a tarnished reputation cost Levi-Strauss? Reputation Marketing is the most comprehensive book to explore this important subject and provide specific strategies—supported by case histories and examples—for establishing and maintaining a positive, bottom-line-enhancing corporate reputation.Written by influential marketing veteran Joe Marconi, Reputation Marketing bypasses the theoret