Corporate marketing : A new marketing paradigm

Zusatztext

Individual corporate-level concepts present a powerful lens through which to understand organizations. However, these approaches present limitations. Consequently, an integrated approach to marketing at the institutional level appear to be attractive and the need for what several authors name corporate marketing. Corporate marketing is a marketing and management paradigm which synthesises not only theoretical but also practical insights from corporate identity, image and reputation, among other corporate-level constructs. The notion of identity-based views of the firm is held to be highly meaningful to the comprenhension of corporate marketing. A number of academics and practitioners emphasize the study of corporate identity as a mechanism to create and enhance corporate image and reputation. The purpose of this book is to explain the relevance of corporate marketing and to detail its main components so as to allow the development of effective strategies.

Autorenportrait

Patricia Martínez is an Assistant Professor at Universidad de Cantabria (Spain). Her current research interests include corporate social responsibility, corporate marketing and consumer behavior. Her works have been published in journals of international impact such as International Journal of Hospitality Management or Journal of Business Ethics.

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