Corporate strategic marketing: a new task for top management
Abstract
Purpose
Within customer‐oriented business organizations, corporate management can be understood as corporate strategic marketing (CSM), or marketing the corporation in various markets. The article identifies the main competitive markets in which a corporation has to market itself.
Design/methodology/approach
Deriving from business experience, the article presents a new conceptualization of corporate strategic marketing.
Findings
Corporate strategic marketing consists of interrelated practices of marketing the corporation in various markets. The markets have links to different traditional realms of corporate management, such as strategy, finance, corporate communications, and marketing. However, the practices of marketing in the various corporate markets are highly interrelated.
Research limitations/implications
This is a conceptual article geared to open up new empirical research possibilities in the marketing‐oriented corporate management.
Practical implications
Top managers developing CSM competences of marketing the corporation in various markets and identifying new markets can derive competitive advantage.
Originality/value
The conceptualization of corporate strategic marketing presented is new.
Keywords
Citation
Parvinen, P., Tikkanen, H. and Aspara, J. (2007), "Corporate strategic marketing: a new task for top management", Business Strategy Series, Vol. 8 No. 2, pp. 132-141. https://doi.org/10.1108/17515630710685195
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited