© 2013 – Routledge
176 pages | 9 B/W Illus.
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.
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
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)
Recent years have witnessed an ‘interpretive turn’ in marketing and consumer research. Methodologies from the humanities are taking their place alongside those drawn from the traditional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aesthetics are increasingly firing the marketing imagination. This series brings together the most innovative work in the burgeoning interpretive marketing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covering all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embracing marketing’s principal sub-disciplines.