publication . Article . Preprint . 2009

Corporate marketing: apocalypse, advent and epiphany

Balmer, JMT;
Open Access
  • Published: 01 Jan 2009 Journal: Management Decision, volume 47, pages 544-572 (issn: 0025-1747, Copyright policy)
  • Publisher: Emerald
  • Country: United Kingdom
Purpose - this paper aims to explain the nature and relevance of corporate marketing and details the antecedents of the territory. Corporate marketing is a marketing and management paradigm which synthesises practical and theoretical insights from corporate image and reputation, corporate identity, corporate communications and corporate branding, among other corporate-level constructs. Design/methodology/approach – via the adoption of a quadrivium; a traditional classical, four-part, approach to the acquisition of knowledge, I: (i) show how organisations can be faced by apocalyptical scenarios through a failure to accord sufficient attention to one or more dimen...
free text keywords: Corporate marketing, Stakeholder marketing, Corporate branding, Corporate identity, Corporate communications, Corporate reputation, Coca-Cola, Management Science and Operations Research, General Business, Management and Accounting
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