Accepting the unacceptable facts

Book Mark
Key Concepts in Marketing
Jim Blythe
( http://www.sagepublications.com/)

Organisations acquire reputations

Spin-doctoring is a process of putting a good face on unacceptable facts, whereas managing reputation is a process of ensuring that the facts themselves are acceptable, differentiates Jim Blythe in Key Concepts in Marketing. He urges organisations to create the accurate reputation (good or bad) rather than try presenting a ‘good’ reputation.

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