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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Bibliographische Detailangaben

Veröffentlicht in:	European journal of marketing 2006-01, Vol.40 (7/8), p.730-741
Hauptverfasser:	Balmer, John M.T., Greyser, Stephen A.
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumers Corporate identity Corporate image Historiography Integrated approach Market strategy Marketing Myopia Philosophy Power
Online-Zugang:	Volltext
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