This volume offers a broad look at reputation management - the building and sustaining of an organization's good name - through all marketing channels including advertising, public relations, promotion and sales. How a company manages and furthers its reputation to its customers, its clients, its competitors, its employees, its shareholders and even to Wall Street can dramatically effect its bottom-line results. And in many cases, the way in which a company leverages its reputation to each of these channels is very different, as the objectives of reputation marketing to each sector are different. For example, reputation to investors is sometimes vastly different than a company's reputation to the public or even to its customers.