Corporate Marketing: Insights and Integration Drawn From Corporate Branding Corporate Identity Corporate Communication and Visual Identification
Emerald Group Publishing Limited
April 8, 2006 192 Pages - SKU: ED1373541
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EJM has provided one of the principal platforms on the global stage relating to corporate marketing scholarship and associated areas. By revisiting past special editions of the EJM devoted to corporate-level concerns, a key aim of this e-book was to provide a platform whereby integrative approaches in corporate marketing research and scholarship can be highlighted. The majority of articles in this e-book focus on important concepts of corporate marketing and encompass corporate identity and the management of corporate brands, along with related concepts like visual identity, corporate communications and organizational identity. For the editors, this production was an experience that they found both ‘humbling and revelatory.
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-a` -vis corporate marketing and Greyser’s historical overview of marketing written for the Marketing Science Institute (MSI)
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- Access this journal online
- Editorial review board
- Guest editorial
- John M.T. Balmer and Avinandan Mukherjee
- COMMENTARY: Corporate marketing: integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation
- John M.T. Balmer and Stephen A. Greyser
- Strong brands and corporate brands
- Mark J. Kay
- Internal brand building and structuration: the role of leadership
- Christine Vallaster and Leslie de Chernatony
- The corporate brand association base: a conceptual model for the creation of inclusive brand architecture
- Henrik Uggla
- Corporate rebranding: destroying, transferring or creating brand equity?
- Laurent Muzellec and Mary Lambkin
- The effect of corporate branding dimensions on consumers’ product evaluation: a cross-cultural analysis
- Nizar Souiden, Norizan M. Kassim and Heung-Ja Hong
- Seven dimensions of corporate identity: a categorisation from the practitioners’ perspectives
- T.C. Melewar and Elif Karaosmanoglu
- The impact of organisational characteristics on corporate visual identity
- Annette L.M. van den Bosch, Wim J.L. Elving and
- Menno D.T. de Jong
- A reflective approach to uncovering actual identity
- Peggy Simcic Brønn, Andreas Engell and Ha° vard Martinsen
- ACADEMIC PERSPECTIVE: The monarchy as a corporate brand: some corporate communications dimensions
- Stephen A. Greyser, John M.T. Balmer and Mats Urde
- Book reviews
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