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PROBLEMS OF MODERN ECONOMICS, N 1 (33), 2010
ECONOMICS, MANAGEMENT, AND ACCOUNTING AT THE ENTERPRICE
Garvishin K. V.
PhD student, Chair of Marketing St.Petersburg State University of Economy and Finances

Reputation audit as a key element of the process of the company’s reputation management (Russia, St. Petersburg)
The article presents an comprehensive analysis of the initial and the most important stage in the process of reputation management – reputation audit; defines corporative reputation, analyzes differences between business and social reputation. The author shows that reputation audit allows distinguishing between strong and week sides of the company’s reputation, and reveal and evaluate reputation risks, receive information for strategic planning and management of marketing communications
Key words: reputation management, reputation audit, reputation risks, evaluation of reputation, cadres' politics

Article in russian

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