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Reputación Corporativa: Carreras, Alloza Y Carreras Nos Introducen En El Caràcter Cientã-Fico de la Gestiã3n de la Reputaciã3n Corporativa.

Reputación Corporativa: Carreras, Alloza Y Carreras Nos Introducen En El Caràcter Cientã-Fico de la Gestiã3n de la Reputaciã3n Corporativa.

          
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About the Book

La reputación se ha convertido en un activo estratégico para las empresas. Negocios con buena reputación demuestran una capacidad diferenciadora para atraer inversiones, retener clientes y empleados, a la vez que construyen mayores niveles de satisfacción y fidelidad hacia sus productos y marcas. En la actualidad, la reputación corporativa es uno de los dos indicadores no financieros más populares en el mundo de las organizaciones, tanto privadas como públicas. El texto nos asoma y adentra en el fenómeno psicosocial de la reputación corporativa. El lector podrá acompañarnos en la aventura que representa la ruta hacia la buena reputación. Hablamos de aventura en un sentido amplio porque el recorrido no está exento de sobresaltos. La reputación apareció como un concepto lleno de promesas y esperanzas, como la clave de bóveda que podría ser capaz de mantener un equilibrio estable entre los diversos intereses de los grupos de presión que hacen viable una organización. Pronto se comprobó que era un gigante con pies de barro, sin suficiente fundamento teórico o metodológico. Pero una vez dentro de este ignoto mundo de los intangibles corporativos, poco a poco veremos cómo la vaga idea de reputación, va adquiriendo un carácter científico en forma de métricas y modelos que serán el fundamento de la tan ansiada tecnología que permita su gestión.
About the Author: Ángel Alloza, CEO, Corporate Excellence--Centre for Reputation Leadership. Ángel obtained his BA in Psychology from the Complutense University of Madrid and holds a Master's degree in Communication from the Jaume I University (Spain). Ángel has extensive experience in market research and strategic planning and was responsible for BBVA's global communication strategy, brand, reputation and monitoring of relevant indicators. Ángel currently lectures at high-profile universities and business schools in Europe and the US.


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Product Details
  • ISBN-13: 9788483567210
  • Publisher: LID Editorial
  • Publisher Imprint: Lid Editorial
  • Height: 226 mm
  • No of Pages: 512
  • Series Title: Acción Empresarial
  • Weight: 838 gr
  • ISBN-10: 8483567210
  • Publisher Date: 01 May 2013
  • Binding: Paperback
  • Language: Spanish
  • Returnable: Y
  • Spine Width: 36 mm
  • Width: 150 mm


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