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Corporate marketing : contemplating corporate branding, marketing and communications in the 21st century /
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.
| Clasificación: | Libro Electrónico |
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| Otros Autores: | , , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London ; New York :
Taylor and Francis,
2013.
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| Colección: | Routledge interpretive marketing research series.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Half Title; Title Page; Copyright Page; Table ofContents; 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 thecontemporary zeitgeist; Organisational marketing: what is it?
- Organisational marketing and organisational members: theirrespective rolesSenior managers; Organisational members; Organisational marketing: antecedents; Organisational marketing and its development from goods, servicesand relational logics; Organisational marketing. A logical development of integrative endeavour: sensory integration, design integration, communications integration, brand integration, identity integration and organisational marketingintegration; Comparing traditional marketing with corporate marketing/organisational marketing.
- Operationalising organisational marketing: corporatemarketing mixesThe first marketing mix: the 10Ps of corporate marketing (Balmer1998 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/corporatebrand alignments; Identity-based views of the firm/identity-based views of corporate brands andorganisational marketing; Organisational marketing: theoretical perspectivesand foundations; Organisational marketing developments: ethicalorganisational 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 andmeasurement 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 thecollective 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.