Contemporary Perspectives on Corporate Marketing : Contemplating Corporate Branding, Marketing and Communications in the 21st Century book cover
1st Edition

Contemporary Perspectives on Corporate Marketing
Contemplating Corporate Branding, Marketing and Communications in the 21st Century

ISBN 9781138206069
Published August 3, 2016 by Routledge
176 Pages 9 B/W Illustrations

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Book Description

Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost.

Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company’s CSR and green image.

Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.

Table of Contents

Preface (John M. T. Balmer, Laura Illia and Almudena González del Valle)  1. Organizational Marketing: Its Nature and Strategic Significance? (John Balmer)  2. Corporate Communication and the Corporate Persona (Laura Illia and Stephen A. Greyser)  3. Managing Brands From Within (Almudena González del Valle)  Part I: Managing Corporate Brands: Integrating them with Multiple and National Identities  4. Confucius meets Mao: The Changing Chinese National Identity and Implications for National Branding (Ying Fan)  5. Corporate Brand Intergration in Mergers and Acquisitions (Joachim Kernstock and Tim O. Brexendorf)  Part II: An Employee Perspective to Brand and Identity Management  6. Relationships and Quality Management: The Pastificio Rana Case Study (Emanuele Invernizzi and Stefania Romenti)  7. Corporate Branding: An Employee Perspective (Helen Stuart and Belén Rodríguez Cánovas)  Part III: Brand, CSR and Reputation  8. Successfully Establishing a Green Image for an Established Detergent Brand: The 'Small and Mighty' Case (Johan van Rekom and Gabriela Sinai)  9. Haven't we met Before?: An Investigation on the Influence of Familiarity on the Cognitive Process Underlying Reputation Formation (Simone Mariconda and Francesco Lurati)

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John M. T. Balmer is Director of the Marketing Research Group and Professor of Corporate Marketing at Brunel Business School, UK and quondam Professor of Corporate Brand/Identity Management at Bradford School of Management, UK

Laura Illia is Assistant Professor and Academic Director of the Master in Corporate Communication at IE University, Madrid, Spain. She investigated and taught at the University of Cambridge, London School of Economics and the University of Lugano, Switzerland, where she received her PhD

Almudena González del Valle Brena is Researcher at Universidad Internacional de la Rioja, Spain and Online Lecturer at IEP in Madrid. She has investigated and taught at IE University, Spain and other private universities in Spain and the UK. She received her PhD from the University of Westminster, UK


This is a timely, well conceived and informative book on corporate marketing and corporate communications that students, scholars and managers will find most insightful.

Professor Leslie de Chernatony, Aston Business School 

Professor Balmer is one of the foundational thinkers on corporate marketing, particularly in the areas of identity, brands and strategy. This volume provides a scholarly but highly readable collection on the theory and practice of corporate marketing and much needed, fresh perspectives.

Shirley Leitch, Swinburne Institute of Social Research, Australia