Schools of thought in corporate marketing : traces and future perspectives
ISBN
978-961-235-374-2
Type
book section
Date Issued
2009
Author(s)
Kernstock, Joachim
;
Brexendorf, Tim
Editor(s)
Podnar, Klement
Balmer, John M. T.
Abstract
The authors provide an historical overview into different schools of thought of corporate-level marketing, and then conncet them with further implications for teaching, research and managers. The theoretical analysis provides further support for concepts of corporate marketing and suggests a related research agenda for deeper understanding of corporate marketing. Schools of thought give further insights for students. Marketing managers benefit from different thinking while building strong corporate brands.
Language
English
Keywords
Corporate identity
Corporate marketing
Unternehmensmarketing
Corporate brand management
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Contemplating the corporate marketing, identity and communication
Publisher
Routledge
Publisher place
Abingdon
Start page
28
End page
35
Pages
8
Subject(s)
Division(s)
Eprints ID
56003