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Reputation Management

In: Promotion and Marketing Communications

Author

Listed:
  • Frantisek Pollak
  • Peter Dorcak
  • Peter Markovic

Abstract

The problem of building a reputation in the traditional brick-and-mortar world has been known for centuries; we know how to build a good reputation, or more precisely how to help in building a good reputation. Even if we are a target of various half-truths and slanders, we are aware that if they are only spoken words, their durability over time is quickly fleeting. However, written text is different from spoken words; its life durability over time is much longer. In our chapter, we bring the overview of what happens if we must suddenly face the problem of building and maintaining a good reputation in the virtual world of the Internet. Thus, the objective of this chapter is to summarize and present the state of the art in the field of reputation; it consists of the definition of basic terminology and then offers the well-arranged theoretical determination of the problem of reputation in both the traditional brick-and-mortar and virtual world.

Suggested Citation

  • Frantisek Pollak & Peter Dorcak & Peter Markovic, 2020. "Reputation Management," Chapters, in: Umut Ayman & Anil Kemal Kaya (ed.), Promotion and Marketing Communications, IntechOpen.
  • Handle: RePEc:ito:pchaps:201562
    DOI: 10.5772/intechopen.89282
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    More about this item

    Keywords

    image; trust; reputation; online reputation; Internet;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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