Aptitude Test Workbook, The: Over 400 Practice Questions

Description: Constantly scrutinised by the newspapers, the Internet and 24-hour television, never have organisations needed more guidance on protecting their image: and bad reputations can have disastrous effects. In this timely new book, Wall Street Journal news editor Ron Alsop provides 18 lessons based on years of experience covering every aspect of corporate reputation. He shows the benefits of a good reputation, the consequences of a bad one, how to measure reputation and nurture a good one. There's advice on how to identify the most likely dangers to a company's reputation, how to use the Internet to control perception of an organisation, and how to present good deeds in the right way. Punchy and informative, it draws on real life examples from major corporations, including FedEx, BP, McDonalds, DuPont, Calvin Klein, Coca-Cola, Levi Strauss and Co., and Enron.

Review: "Every executive will benefit from reading this... expertly written guide that through vivid examples shows the rewards of carefully tending your corporate reputation." - Ronald Sargent, President and CEO, Staples, Inc.; "Ron Alsop provides both illuminating examples and practical advice that will help you not only to establish a good reputation but also to make it endure." - Yves Couette, President and CEO, Ben & Jerry's; "A unique combination of expert journalistic insight and knowledge gained from quantitative research into how people perceive corporations." - Joy Marie Sever, Senior VP, The Reputation Practice at Harris Interactive"

Author Biography: Ron Alsop is a news editor and special writer at the Wall Street Journal. He has served as the newspaper's marketing columnist, was editor of the Marketplace page, and is co-author of The Wall Street Journal on Marketing.