The DOI matches its Crossref record.
Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation
Abstract
Purpose: The aims of the paper are to examine the nascent area of corporate marketing. Design/methodology/approach: The paper draws on some of the key literature relating to the history of marketing thought. Findings: The study reiterates the case that corporate identity, corporate branding, corporate communications, and corporate reputation should be integrated under the umbrella title of corporate marketing. The paper introduces the 6Cs of corporate marketing. Originality/value: The paper integrates British and US perspectives on the area and draws on Balmer's work vis‐à‐vis corporate marketing and Greyser's historical overview of marketing written for the Marketing Science Institute (MSI)
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Citations
Cited by
Parguel, B., Benoît-Moreau, F., & Larceneux, F. (2011) · Journal of Business Ethics · doi:10.1007/s10551-011-0901-2 · Cited by 1,024
Measuring the quality, value and impact of academic libraries: the role of external standards
Broady‐Preston, J., & Lobo, A. (2011) · Performance Measurement and Metrics · doi:10.1108/14678041111149327 · Cited by 53
Social Media, Relationship Marketing and Corporate ESG Performance
Ye, X., Hou, R., Wang, S., & Omar, N. A. B. (2024) · Finance Research Letters · doi:10.1016/j.frl.2024.105288 · Cited by 24
Metadata
- Authors
- Balmer, J. M. T., & Greyser, S. A.
- Venue
- European Journal of Marketing
- Publisher
- Emerald
- Published
- 2006-07-01
- Volume
- 40
- Issue
- 7/8
- Pages
- 730-741
- ISSN
- 0309-0566 (ISSN-L)
- OpenAlex
- W2057654774
- Cited by
- 592
- References
- 0
- FWCI
- 61.37
- Type
- journal article
- Language
- en
- Open access
- closed
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How to cite
Cite CoChat for the checks on this page, and the paper for its own findings.
- This page
- CoChat. (2026). Citation check: Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. https://app.cochat.ai/papers/10.1108/03090560610669964
- The paper
- Balmer, J. M. T., & Greyser, S. A. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing. https://doi.org/10.1108/03090560610669964
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
