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In today's digitized, social networked world, a company or brand reputation can soar to dizzying heights or be buried in the blink of an eye. Never has it been more vital for every company to have a comprehensive strategy in place for managing its good name and for restoring and rebuilding its damaged reputation should the worst happen. Written by a recognized international expert in the field, this book describes an innovative new approach to reputation management. Based on author Rosa Chun's extensive experience as a reputation consultant to leading companies, worldwide, it goes beyond the broad extrapolations from research and the corporate communication and marketing strategies found in most books on the subject to provide a wholly practical, holistic approach to reputation management.