Abstract
The discipline of corporate reputation management is gaining recognition as a vital component of successul business strategy, one whose importance extends throughout the organisation and up to the very top. Many managers, even those at a senior level, are finding it a difficult area to grapple with and this difficulty stems in part from its multi-disciplinary nature. It has much in common with the more established practice of corporate brand management and shares several central core elements which have to be managed by practitioners of each.
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