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


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Title:Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation
Author(s):John M.T. Balmer (Bradford School of Management, Bradford, UK), Stephen A. Greyser (Harvard Business School, Boston, Massachusetts, USA)
Citation:John M.T. Balmer, Stephen A. Greyser, "Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation", Emerald 40, (2006)
Keywords:Corporate branding, Corporate communications, Corporate identity, Corporate image, Marketing strategy, Organizations
Article type:Viewpoint
DOI:10.1108/03090560610669964 (Permanent URL)
Publisher:Emerald Group Publishing Limited
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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