Edited by pioneers of the field, presents a new paradigm which draws the key readings together for the first time. Pedagogical features include expert analysis and commentary; an integrative, extended case study; discussion questions; further reading and also a companion website with extra resources such as lecture slides and an instructor's guide: http://cw.routledge.com/textbooks/041528421X/. This augmented anthology affords a new way of comprehending organizations, drawing on a range of disciplinary perspectives. Now a classic text, the book is essential reading for students, researchers and managers interested in corporate reputation, branding and marketing.