1st Edition
Contemporary Perspectives on Corporate Marketing Contemplating Corporate Branding, Marketing and Communications in the 21st Century
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)
Biography
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
