Corporate Reputation - why does it matter?: How communication experts handle corporate reputation management in Europe
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Saarbrücken
VDM-Verl.
2007
|
| Ausgabe: | 1. Aufl. |
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | 111 S. graph. Darst. 240 mm x 170 mm |
| ISBN: | 9783836403306 3836403307 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV022376129 | ||
| 003 | DE-604 | ||
| 007 | t | ||
| 008 | 070403s2007 gw d||| |||| 00||| eng d | ||
| 015 | |a 07,N07,1469 |2 dnb | ||
| 016 | 7 | |a 982731523 |2 DE-101 | |
| 020 | |a 9783836403306 |c Pb. : EUR 49.00, sfr 79.00 |9 978-3-8364-0330-6 | ||
| 020 | |a 3836403307 |c Pb. : EUR 49.00, sfr 79.00 |9 3-8364-0330-7 | ||
| 024 | 3 | |a 9783836403306 | |
| 035 | |a (OCoLC)180725521 | ||
| 035 | |a (DE-599)BVBBV022376129 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 044 | |a gw |c XA-DE-SL | ||
| 049 | |a DE-1102 |a DE-19 | ||
| 082 | 0 | |a 659.2 |2 22/ger | |
| 084 | |a 650 |2 sdnb | ||
| 100 | 1 | |a Dümke, Riccarda |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Corporate Reputation - why does it matter? |b How communication experts handle corporate reputation management in Europe |c Riccarda Dümke |
| 250 | |a 1. Aufl. | ||
| 264 | 1 | |a Saarbrücken |b VDM-Verl. |c 2007 | |
| 300 | |a 111 S. |b graph. Darst. |c 240 mm x 170 mm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 0 | 7 | |a Öffentlichkeitsarbeit |0 (DE-588)4043188-5 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Unternehmen |0 (DE-588)4061963-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Imagepflege |0 (DE-588)4161289-9 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Unternehmen |0 (DE-588)4061963-1 |D s |
| 689 | 0 | 1 | |a Öffentlichkeitsarbeit |0 (DE-588)4043188-5 |D s |
| 689 | 0 | 2 | |a Imagepflege |0 (DE-588)4161289-9 |D s |
| 689 | 0 | |5 DE-604 | |
| 856 | 4 | 2 | |q text/html |u http://deposit.dnb.de/cgi-bin/dokserv?id=2907235&prov=M&dok_var=1&dok_ext=htm |3 Inhaltstext |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015585203&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-015585203 | |
Datensatz im Suchindex
| _version_ | 1805088856147492864 |
|---|---|
| adam_text |
Table of contents:
Chapter
1 Introduction.6
1.1 About the topic.6
1.2 The hosting PR consultancy.7
1.3 Structure of this book.8
2 Literature Review.9
2.1 The relationship between the marketing communications function, corporate
communications and Public Relations.10
2.2 Principles of Public Relations.13
2.2.1 Public Relation practices promoting the corporate brand.14
2.2.2 The changing environment of Public Relations.18
2.3 The concept of corporate reputation and the role of Public Relations.21
2.3.1 Corporate reputation defined.21
2.3.2 The role of the PR consultancy in corporate reputation management.27
2.4 Evaluation of Public Relations effectiveness.28
2.4.1 Current approaches of measuring Public Relations effectiveness.28
2.5 Conclusion.31
3 Methodology.33
3.1 Defining the research methodology and strategy.33
3.1.1 The research philosophy.34
3.1.2 The research approach.35
3.2 Corporate reputation investigated.36
3.2.1 Basic requirements.37
3.2.2 Company selection criteria.37
3.2.3 Method of data gathering.39
3.2.4 Method of data evaluation and presentation.42
3.2.5 Reflection.46
4 Analysis.46
4.1 Importance of enough data points for valid statistical analysis.46
4.2 Corporate PR as an important marketing communications tool.47
4.2.1 Who handles the PR of Europe's leading companies.47
4.2.2 Companies use corporate PR more often than corporate advertising.48
4.3 Corporate reputation investigated.50
4.3.1 Communication managers' definition of corporate reputation.50
4.3.2 Factors shaping the corporate reputation.51
4.3.3 Reputation drivers that can be influenced by corporate PR.53
4.3.4 Impact of corporate reputation on financial performance.56
4.4 Importance of corporate reputation management.58
4.4.1 Maintenance of corporate reputation.58
4.4.2 Market research on perceived corporate reputation.59
4.4.3 Key factors for choosing a PR consultancy.62
4.5 Measuring Public Relations effectiveness.63
4.5.1 Importance of measuring PR in clear financial terms.64
4.5.2 PR objectives - financial or non-financial.65
4.5.3 Majority of companies measures if PR objectives have been reached.66
5 Conclusion and implications of findings for the consultancy.68
6 Appendices.73
7 References.107
8 Bibliography.111
List of figures:
Figure
2.1 The marketing communications tools. 11
2.2 The marketing mix and integrated marketing communications. 12
2.3 Primary Investor Relations activities. 16
2.4 US PR expenditures 2001 and 2002. 17
2.5 The importance of internal communications. 18
2.6 Top impacts of the Internet on PR. 20
2.7 From identity to reputation. 22
2.8 The six key reputation drivers. 24
2.9 European consumers' attitude towards CSR. 26
2.10 European fund managers' attitude towards CSR. 27
2.11 Ketchum Effectiveness Yardstick. 28
3.1 The research onion. 34
3.2 Population, sample and individual cases. 36
3.3 Country of origin of contacted companies. 38
3.4 Types of questionnaires. 40
3.5 The Normal distribution. 43
3.6 The Normal distribution and its proportion below the curve. 43
3.7 The mode. 44
4.1 Sample mean and population mean. 47
4.2 Percentage of companies using in-house PR, external PR or both. 48
4.3 Mean marketing spending on corporate communications. 49
4.4 Percentage of marketing budget spent on corporate communications. 49
4.5 Excellence of people employed as reputation driver. 52
4.6 Emotional appeal as reputation driver. 53
4.7 Reputational drivers to be influenced by corporate PR. 54
4.8 Reputational drivers to be influenced by corporate PR. 54
4.9 Impact of corporate reputation on financial performance. 56
4.10 Impact of corporate reputation on financial performance. 57
4.11 Corporate reputation management and financial performance. 57
4.12 Importance of corporate reputation management/communications. 59
4.13 Company market research on external perception of corporate reputation. 60
4.14 Company market research on external perception of corporate reputation. 60
4.15 Companies carried out research on corporate reputation. 61
4.16 Importance of experience/track record of success for choosing PR consultancy. 62
4.17 Importance of reputation for choosing PR consultancy. 63
4.18 Importance of measuring PR in financial terms. 64
4.19 Importance of measuring PR in financial terms. 65
4.20 Percentage of financial and non-financial PR objectives. 66
4.21 Percentage of companies measuring if PR objectives have been reached. 66
4.22 Percentage of companies measuring of PR objectives have been reached. 67 |
| adam_txt |
Table of contents:
Chapter
1 Introduction.6
1.1 About the topic.6
1.2 The hosting PR consultancy.7
1.3 Structure of this book.8
2 Literature Review.9
2.1 The relationship between the marketing communications function, corporate
communications and Public Relations.10
2.2 Principles of Public Relations.13
2.2.1 Public Relation practices promoting the corporate brand.14
2.2.2 The changing environment of Public Relations.18
2.3 The concept of corporate reputation and the role of Public Relations.21
2.3.1 Corporate reputation defined.21
2.3.2 The role of the PR consultancy in corporate reputation management.27
2.4 Evaluation of Public Relations effectiveness.28
2.4.1 Current approaches of measuring Public Relations effectiveness.28
2.5 Conclusion.31
3 Methodology.33
3.1 Defining the research methodology and strategy.33
3.1.1 The research philosophy.34
3.1.2 The research approach.35
3.2 Corporate reputation investigated.36
3.2.1 Basic requirements.37
3.2.2 Company selection criteria.37
3.2.3 Method of data gathering.39
3.2.4 Method of data evaluation and presentation.42
3.2.5 Reflection.46
4 Analysis.46
4.1 Importance of enough data points for valid statistical analysis.46
4.2 Corporate PR as an important marketing communications tool.47
4.2.1 Who handles the PR of Europe's leading companies.47
4.2.2 Companies use corporate PR more often than corporate advertising.48
4.3 Corporate reputation investigated.50
4.3.1 Communication managers' definition of corporate reputation.50
4.3.2 Factors shaping the corporate reputation.51
4.3.3 Reputation drivers that can be influenced by corporate PR.53
4.3.4 Impact of corporate reputation on financial performance.56
4.4 Importance of corporate reputation management.58
4.4.1 Maintenance of corporate reputation.58
4.4.2 Market research on perceived corporate reputation.59
4.4.3 Key factors for choosing a PR consultancy.62
4.5 Measuring Public Relations effectiveness.63
4.5.1 Importance of measuring PR in clear financial terms.64
4.5.2 PR objectives - financial or non-financial.65
4.5.3 Majority of companies measures if PR objectives have been reached.66
5 Conclusion and implications of findings for the consultancy.68
6 Appendices.73
7 References.107
8 Bibliography.111
List of figures:
Figure
2.1 The marketing communications tools. 11
2.2 The marketing mix and integrated marketing communications. 12
2.3 Primary Investor Relations activities. 16
2.4 US PR expenditures 2001 and 2002. 17
2.5 The importance of internal communications. 18
2.6 Top impacts of the Internet on PR. 20
2.7 From identity to reputation. 22
2.8 The six key reputation drivers. 24
2.9 European consumers' attitude towards CSR. 26
2.10 European fund managers' attitude towards CSR. 27
2.11 Ketchum Effectiveness Yardstick. 28
3.1 The research onion. 34
3.2 Population, sample and individual cases. 36
3.3 Country of origin of contacted companies. 38
3.4 Types of questionnaires. 40
3.5 The Normal distribution. 43
3.6 The Normal distribution and its proportion below the curve. 43
3.7 The mode. 44
4.1 Sample mean and population mean. 47
4.2 Percentage of companies using in-house PR, external PR or both. 48
4.3 Mean marketing spending on corporate communications. 49
4.4 Percentage of marketing budget spent on corporate communications. 49
4.5 Excellence of people employed as reputation driver. 52
4.6 Emotional appeal as reputation driver. 53
4.7 Reputational drivers to be influenced by corporate PR. 54
4.8 Reputational drivers to be influenced by corporate PR. 54
4.9 Impact of corporate reputation on financial performance. 56
4.10 Impact of corporate reputation on financial performance. 57
4.11 Corporate reputation management and financial performance. 57
4.12 Importance of corporate reputation management/communications. 59
4.13 Company market research on external perception of corporate reputation. 60
4.14 Company market research on external perception of corporate reputation. 60
4.15 Companies carried out research on corporate reputation. 61
4.16 Importance of experience/track record of success for choosing PR consultancy. 62
4.17 Importance of reputation for choosing PR consultancy. 63
4.18 Importance of measuring PR in financial terms. 64
4.19 Importance of measuring PR in financial terms. 65
4.20 Percentage of financial and non-financial PR objectives. 66
4.21 Percentage of companies measuring if PR objectives have been reached. 66
4.22 Percentage of companies measuring of PR objectives have been reached. 67 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Dümke, Riccarda |
| author_facet | Dümke, Riccarda |
| author_role | aut |
| author_sort | Dümke, Riccarda |
| author_variant | r d rd |
| building | Verbundindex |
| bvnumber | BV022376129 |
| ctrlnum | (OCoLC)180725521 (DE-599)BVBBV022376129 |
| dewey-full | 659.2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.2 |
| dewey-search | 659.2 |
| dewey-sort | 3659.2 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 1. Aufl. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>00000nam a2200000 c 4500</leader><controlfield tag="001">BV022376129</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">070403s2007 gw d||| |||| 00||| eng d</controlfield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">07,N07,1469</subfield><subfield code="2">dnb</subfield></datafield><datafield tag="016" ind1="7" ind2=" "><subfield code="a">982731523</subfield><subfield code="2">DE-101</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9783836403306</subfield><subfield code="c">Pb. : EUR 49.00, sfr 79.00</subfield><subfield code="9">978-3-8364-0330-6</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">3836403307</subfield><subfield code="c">Pb. : EUR 49.00, sfr 79.00</subfield><subfield code="9">3-8364-0330-7</subfield></datafield><datafield tag="024" ind1="3" ind2=" "><subfield code="a">9783836403306</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)180725521</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV022376129</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">gw</subfield><subfield code="c">XA-DE-SL</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1102</subfield><subfield code="a">DE-19</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">659.2</subfield><subfield code="2">22/ger</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">650</subfield><subfield code="2">sdnb</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Dümke, Riccarda</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Corporate Reputation - why does it matter?</subfield><subfield code="b">How communication experts handle corporate reputation management in Europe</subfield><subfield code="c">Riccarda Dümke</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">1. Aufl.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Saarbrücken</subfield><subfield code="b">VDM-Verl.</subfield><subfield code="c">2007</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">111 S.</subfield><subfield code="b">graph. Darst.</subfield><subfield code="c">240 mm x 170 mm</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Öffentlichkeitsarbeit</subfield><subfield code="0">(DE-588)4043188-5</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Imagepflege</subfield><subfield code="0">(DE-588)4161289-9</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Öffentlichkeitsarbeit</subfield><subfield code="0">(DE-588)4043188-5</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Imagepflege</subfield><subfield code="0">(DE-588)4161289-9</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="q">text/html</subfield><subfield code="u">http://deposit.dnb.de/cgi-bin/dokserv?id=2907235&prov=M&dok_var=1&dok_ext=htm</subfield><subfield code="3">Inhaltstext</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015585203&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-015585203</subfield></datafield></record></collection> |
| id | DE-604.BV022376129 |
| illustrated | Illustrated |
| index_date | 2024-07-02T17:09:20Z |
| indexdate | 2024-07-20T09:14:39Z |
| institution | BVB |
| isbn | 9783836403306 3836403307 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015585203 |
| oclc_num | 180725521 |
| open_access_boolean | |
| owner | DE-1102 DE-19 DE-BY-UBM |
| owner_facet | DE-1102 DE-19 DE-BY-UBM |
| physical | 111 S. graph. Darst. 240 mm x 170 mm |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | VDM-Verl. |
| record_format | marc |
| spelling | Dümke, Riccarda Verfasser aut Corporate Reputation - why does it matter? How communication experts handle corporate reputation management in Europe Riccarda Dümke 1. Aufl. Saarbrücken VDM-Verl. 2007 111 S. graph. Darst. 240 mm x 170 mm txt rdacontent n rdamedia nc rdacarrier Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Imagepflege (DE-588)4161289-9 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Öffentlichkeitsarbeit (DE-588)4043188-5 s Imagepflege (DE-588)4161289-9 s DE-604 text/html http://deposit.dnb.de/cgi-bin/dokserv?id=2907235&prov=M&dok_var=1&dok_ext=htm Inhaltstext HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015585203&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Dümke, Riccarda Corporate Reputation - why does it matter? How communication experts handle corporate reputation management in Europe Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Unternehmen (DE-588)4061963-1 gnd Imagepflege (DE-588)4161289-9 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)4061963-1 (DE-588)4161289-9 |
| title | Corporate Reputation - why does it matter? How communication experts handle corporate reputation management in Europe |
| title_auth | Corporate Reputation - why does it matter? How communication experts handle corporate reputation management in Europe |
| title_exact_search | Corporate Reputation - why does it matter? How communication experts handle corporate reputation management in Europe |
| title_exact_search_txtP | Corporate Reputation - why does it matter? How communication experts handle corporate reputation management in Europe |
| title_full | Corporate Reputation - why does it matter? How communication experts handle corporate reputation management in Europe Riccarda Dümke |
| title_fullStr | Corporate Reputation - why does it matter? How communication experts handle corporate reputation management in Europe Riccarda Dümke |
| title_full_unstemmed | Corporate Reputation - why does it matter? How communication experts handle corporate reputation management in Europe Riccarda Dümke |
| title_short | Corporate Reputation - why does it matter? |
| title_sort | corporate reputation why does it matter how communication experts handle corporate reputation management in europe |
| title_sub | How communication experts handle corporate reputation management in Europe |
| topic | Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Unternehmen (DE-588)4061963-1 gnd Imagepflege (DE-588)4161289-9 gnd |
| topic_facet | Öffentlichkeitsarbeit Unternehmen Imagepflege |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=2907235&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015585203&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT dumkericcarda corporatereputationwhydoesitmatterhowcommunicationexpertshandlecorporatereputationmanagementineurope |