search query: @indexterm corporate strategy / total: 2034
reference: 3 / 2034
| Author: | Balmer, J. M.T. |
| Title: | Commentary. Corporate marketing myopia and the inexorable rise of a corporate marketing logic: perspectives from identity-based views of the firm |
| Journal: | European Journal of Marketing
2011 : VOL. 45:9/10, p. 1329-1352 |
| Index terms: | COMPANIES marketing image social responsibility corporate strategy |
| Language: | eng |
| Abstract: | Purpose of this paper is to understand the nature, antecedents and benefits of organization-wide corporate marketing logic. The paper suggests that organizations need to be involved in multilateral relationships in relation to customers, stakeholders and with society. In addition, organizational marketing orientation should accord sensitivity to corporate social responsibility concerns. |
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