内容简介：
This book was written with two objectives in mind. The first is to shed light on the often perplexing phenomenon of rumour by integrating disparate approaches from the behavioural sciences, marketing, and communication fields. The second is to offer a blueprint for going about the formidable tasks of attempting to prevent and neutralize rumours in business contexts. With these dual goals in mind - one theoretical, the other applied - this book should be of equal interest to academics, as well as managers in a wide range of professional contexts.