• Summary
  • Contents
  • Subject index

The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Corporate Reputation
Corporate reputation

Corporate reputation is the overall impression the company gives to its publics. It is usually considered to be part of public relations, and although there is a degree of controversy about whether public relations is really part of marketing or not, corporate image is developed using the trappings and techniques of marketing and therefore it almost always becomes part of the marketing team's remit.

A favourable reputation will have the effect of increasing corporate performance (Deephouse, 1997). This is probably because the reputation makes staff feel proud to be working for the organisation, and also reassures suppliers and customers, which will undoubtedly make the sales staff's work ...

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