Contemporary perspectives on corporate marketing : contemplating corporate branding, marketing and communications in the twenty-first century / edited by John M.T. Balmer, Laura Illia and Almudena Gonzalez del Valle Brena.

Format:

Book

Contributor:

Balmer, John M. T.

Brena, Almudena Gonzalez del Valle.

Illia, Laura.

Series:

Routledge interpretive marketing research series ; 17.

Routledge interpretive marketing research ; 17

Language:

English

Subjects (All):

Corporate image.

Corporate culture.

Communication in organizations.

Branding (Marketing).

Corporations.

Physical Description:

1 online resource (177 p.)

Edition:

1st ed.

Place of Publication:

London ; New York : Routledge, 2013.

Language Note:

English

Summary:

<P>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. </P><P>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 21<SUP>st</SUP> Century. Thi

Contents:

Cover; Half Title; Title Page; Copyright Page; Table of Contents; List of illustrations; Notes on contributors; Acknowledgements; Preface; 1. Organisational marketing: its nature and strategic significance; Introduction; The chapter's focus; Corporate marketing or organisational marketing?; Organisational marketing; Corporate marketing; Problems and inconsistencies; Links with marketing/communications and organisational behaviour; The British and North American divide explained; Organisational marketing: mirroring the contemporary zeitgeist; Organisational marketing: what is it?

Organisational marketing and organisational members: their respective rolesSenior managers; Organisational members; Organisational marketing: antecedents; Organisational marketing and its development from goods, services and relational logics; Organisational marketing. A logical development of integrative endeavour: sensory integration, design integration, communications integration, brand integration, identity integration and organisational marketing integration; Comparing traditional marketing with corporate marketing/organisational marketing

Operationalising organisational marketing: corporate marketing mixesThe first marketing mix: the 10Ps of corporate marketing (Balmer 1998 and 2006); The second marketing mix: the HE 2 ADS 2 model (Balmer 2001a ); The corporate marketing Cs (Balmer 2006 and 2009 ); Organisational marketing and corporate identity/corporate brand alignments; Identity-based views of the firm/identity-based views of corporate brands and organisational marketing; Organisational marketing: theoretical perspectives and foundations; Organisational marketing developments: ethica lorganisational marketing

British Airways' organisational marketing logic and managementBP and the Deepwater Horizon catastrophe; Conclusions; References; 2. Corporate communication and the corporate persona; Corporate communication and its evolution; The corporate-person analogy; The construction of a corporate persona; How corporations give and give off expressions; Field level; Corporate level; Organisational level; The strategic concerns: analysing the corporate persona and measurement tools; Assessing organisational culture; Organisational identity: who are we?

Establishing a desired identity: who do we want to be?Corporate identity: how shall we project ourselves?; Image and reputation: how are we perceived?; Field identity: how is our fi eld perceived? How are we projecting the collective at the inter-organisational level?; The risks of dynamic adjustment: narcissism or neuroticism; Conclusion: the need for empirical evaluation and analysis; Note; References; 3. Managing the brand from within; Introduction; Corporate branding and organisational, internal communications; BV: a trusted brand; History; Moving forward with confidence; Conclusion

References

Notes:

Description based upon print version of record.

Includes bibliographical references at the end of each chapters and index.

Description based on online resource; title from title page (ebrary, viewed August 12, 2013).

ISBN:

1-138-20606-7

1-135-10060-8

0-203-07270-7

1-135-10061-6

9780203072707

OCLC:

854977030