Corporate marketing Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation
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, corp...
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| Published in | European journal of marketing Vol. 40; no. 7/8; pp. 730 - 741 |
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| Main Authors | , |
| Format | Journal Article |
| Language | English |
| Published |
Bradford
Emerald Group Publishing Limited
01.01.2006
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| Subjects | |
| Online Access | Get full text |
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| 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) |
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| AbstractList | 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) 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) |
| Author | Greyser, Stephen A. Balmer, John M.T. |
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| DOI | 10.1108/03090560610669964 |
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| SubjectTerms | Consumers Corporate identity Corporate image Historiography Integrated approach Market strategy Marketing Myopia Philosophy Power |
| Subtitle | Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation |
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