In a study conducted by PR Week, more than 85 percent of CEOs said that effective management of a corporation's reputation is critical to its market value. Reputation Marketing reveals steps marketers can take to shape, nurture, and protect their reputations. With case studies from companies such as Ford, Firestone, and Levi's, it provides in-depth coverage of subjects including the role of research in building reputation, use of new media resources to further a reputation, proven strategies for improving a "bad" reputation, and more. (text from the publisher)