Corporate Marketing: Insights and Integration Drawn From Corporate Branding Corporate Identity Corporate Communication and Visual Identification

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)