标题:Corporatebrandreputationandbrandcrisismanagement原文:Forsomeyears,thewhat,why,andhowofrecognisingandaddressingbrandcrisis–anisationalbrandcrisis–upiedmyresearchattention(notetoreader:“corporate”anisational”areusedinterchangeably).Numerouscorporateandnon-(theValdezoilspillincident),UnionCarbide(theBhopalexplosion),Perrier(races),Tylenol(deathsfromtaintedpills),hurch(priestsexabuse),MarthaStewartOmniMedia(executivemisbehaviour),ArthurAndersen(accountingscandals),mittee(briberyissues),-rooted(),allfoundtheircorporatebrandaffected,andeffortstorescuethebrandwereundertakenatthecorporatelevel(,marketedbyJ&J'eilLaboratoriesUnit).-levelmarketing.“Canweasaninstitution,havemeaningful,positiveandprofitablebilateralon-munities?”.anisation'scorporate-levelmarketingorientationposedbyJohnBalmerandmyselfinourtreatmentofanintegratedapproachtomarketingattheinstitutionallevel(BalmerandGreyser,2006).Weheld(amongotherpoints),onerecognisestheimportanceofcorporate-pany-,howtoknowthatthesituationisserious,,,suchaswhensevenpeoplediedinasingledayfromtaintedTylenolcapsules,,suchasthepriestsexabusescandalaffectingmanyCatholi
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