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Corporate strategic marketing: a new task for top management

Petri Parvinen (Adjunct Professor of Business Strategy and Senior Research Fellow at the Department of Marketing and Management at the Helsinki School of Economics, Helsinki, Finland)
Henrikki Tikkanen (Professor of Marketing and Head of the Department of Marketing and Management at the Helsinki School of Economics, Helsinki, Finland)
Jaakko Aspara (Researcher for the GLOSTRA research project on competitive and political strategies of global actors at the Helsinki School of Economics, Helsinki, Finland)

Business Strategy Series

ISSN: 1751-5637

Article publication date: 2 January 2007

6335

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

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Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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