The authors -- Preface -- Acknowledgments -- Introduction -- 1 The origin of reputation -- 2 Stakeholders -- 3 Internal communications and corporate reputation -- 4 Brands: The glue of reputation -- 5 The tools of corporate reputation: Integrated marketing communications (IMC) -- 6 Corporate social responsibility (CSR) and ethics -- 7 Strategy, planning and measurement -- 8 Risk, issues and crisis management -- 9 E-marketing and reputation management -- Chapter 10 Case studies and essays -- Case study 1 Why reputation is the most important asset at FedEx -- Case study 2 Volvo Car Corporation: A model citizen -- Case study 3 The Duke of Edinburgh's Award International Association -- Case study 4 Sarasota Memorial Health Care System (Florida, USA) -- Case study 5 ITF - The International Trust Fund for demining and mine victims assistance - Slovenia -- Case study 6 The HSBC global education challenge - 'A race for education' -- Essay 1 The true meaning of reputation -- Essay 2 Forty-Sixty, the new Eighty-Twenty -- Contents.