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Corporate marketing Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation

Corporate marketing Integrating corporate identity, corporate branding, corporate communications,... Purpose – The aims of the paper are to examine the nascent area of corporate marketing. Design/methodology/approach – The paper draws on some of the key literature relating to the history of marketing thought. Findings – The study reiterates the case that corporate identity, corporate branding, corporate communications, and corporate reputation should be integrated under the umbrella title of corporate marketing. The paper introduces the 6Cs of corporate marketing. Originality/value – The paper integrates British and US perspectives on the area and draws on Balmer's work vis‐à‐vis corporate marketing and Greyser's historical overview of marketing written for the Marketing Science Institute (MSI) http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Corporate marketing Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation

European Journal of Marketing , Volume 40 (7/8): 12 – Jul 1, 2006

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References (36)

Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560610669964
Publisher site
See Article on Publisher Site

Abstract

Purpose – The aims of the paper are to examine the nascent area of corporate marketing. Design/methodology/approach – The paper draws on some of the key literature relating to the history of marketing thought. Findings – The study reiterates the case that corporate identity, corporate branding, corporate communications, and corporate reputation should be integrated under the umbrella title of corporate marketing. The paper introduces the 6Cs of corporate marketing. Originality/value – The paper integrates British and US perspectives on the area and draws on Balmer's work vis‐à‐vis corporate marketing and Greyser's historical overview of marketing written for the Marketing Science Institute (MSI)

Journal

European Journal of MarketingEmerald Publishing

Published: Jul 1, 2006

Keywords: Organizations; Marketing strategy; Corporate identity; Corporate branding; Corporate communications; Corporate image

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