This book is exactly what I needed. The chapter on the Harvard reputation building will now form part of the research for my MBA dissertation. Fombrun clearly sets out perceptual mapping and the real value that companies can gain from reputation building.

The book is technically just right, not too light with just the right amount of researched data to back up statements made.

I highly recommend it to any company trying to decide what else it could do to boost sales.

Fombrun's REPUTATION is an invaluable tool that can help PR counselors better explain the importance of actively managing the client's internal and external images.

The hardline examples from famous American businesses are very impactful; the messages are impossible to miss.

In fact, when one client said he thought Reputation Management was unnecessary, because his sales were doing well, I asked him:

"What is it you know that the Fortune 500 companies obviously don't? They're apparently wasting millions of dollars every year on PR."

Enough said.