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| Tekijä: | Balmer, J. M. T. Greyser, S. A. |
| Otsikko: | Corporate marketing: integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation |
| Lehti: | European Journal of Marketing
2006 : VOL. 40:7-8, p. 730-741 |
| Asiasana: | organizations marketing strategy image brands communication reputation |
| Kieli: | eng |
| Tiivistelmä: | The article examines the developing area of corporate marketing and is based on the key literature concerning the history of marketing thought. The results indicate once again how the activities of corporate identity, corporate branding, corporate communications and corporate reputation should be integrated under the corporate marketing title. The so called 6Cs of corporate marketing are demonstrated in the article. The authors combine British and US perspectives on the issue of corporate marketing, and they have based their consideration especially on BalmerÂ’s and GreyserÂ’s earlier literature. |
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