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Corporate marketing : A new marketing paradigm


Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description

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.

Product Specifications
SKU :COC64691
AuthorPatricia Martínez García de Leaniz and Ignacio Rodríguez del Bosque Rodríguez
Number of Pages92
Publishing Year2013-12-30T00:00:00.000
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00