Quo Vadis Corporate Marketing?

Quo Vadis Corporate Marketing?

An analysis of corporate marketing-related articles is undertaken to identify trends in the literature. It scrutinizes past, present, and future directions of corporate marketing as an organization-wide philosophy and culture. Also revisits corporate marketing rationales and components. The premises...

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Veröffentlicht in:Journal of business research 2021-09, Vol.134, p.642-646
Hauptverfasser: Podnar, Klement, Balmer, John M.T.
Format: Artikel
Sprache:eng
Schlagworte:
Corporate brand
Corporate communication
Corporate identity
Corporate image
Corporate marketing
Corporate marketing orientation
CSR
Marketing
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Beschreibung
Zusammenfassung:An analysis of corporate marketing-related articles is undertaken to identify trends in the literature. It scrutinizes past, present, and future directions of corporate marketing as an organization-wide philosophy and culture. Also revisits corporate marketing rationales and components. The premises of corporate marketing are enumerated. The challenges and opportunities inherent for corporate marketing in moving to the centre ground are considered. This short paper concludes by providing summaries of the articles contained in this special section.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2021.06.015