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

• Published in: European journal of marketing Vol. 40; no. 7/8; pp. 730 - 741
• Main Authors: Balmer, John M.T., Greyser, Stephen A.
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Group Publishing Limited 01.01.2006
• Subjects: Consumers; Corporate identity; Corporate image; Historiography; Integrated approach; Market strategy; Marketing; Myopia; Philosophy; Power

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...