Fame & Fortune: How Successful Companies Build Winning Reputations

by Charles J. Fombrun

Companies build reputations in the market place. Some do it well, others don't. Even well-managed, profitable, quality companies don't. The how and why of successful reputation building is what this book is about. What specific actions must companies take to build a positive reputation in the market place? How can a company measure the success of its attempts to build a positive reputation in the market place as well.

288 pages, Hardcover

First published August 6, 2003