企業向けマーケティング読本 Scrutinising the Organisation : A Corporate Marketing Reader

Balmer, John (EDT)

Routledge（2021/01発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 336 p.
• 言語 ENG
• 商品コード 9781138562790
• DDC分類 380

Full Description

Scrutinising the Organisation is sure to become one of the definitive books on corporate marketing and the follow up to Balmer and Greyser's bestselling Revealing the Corporation. Expanding on this earlier book, it brings in other global voices, as well as organisational perspectives on corporate marketing, for a truly expansive view. Here, leading corporate marketing authority John Balmer has curated 23 of the field's most influential pieces of work and contextualised their importance with introductory discussions for students and scholars that want to get up to speed with the topic quickly and conveniently. Taking a truly international perspective and reflecting both the history of corporate marketing as much as the cutting edge of scholarship, this is a book no corporate marketing or communications student should be without.

Contents

Part 1. Repertoire, Contexts and Historical Background 1 Corporate identity and the advent of corporate marketing 2 Corporate identity, corporate branding and corporate marketing-seeing through the fog 3 Identity based views of the corporation: Insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image Part 2. Corporate Marketing: A Logical Denoument of Marketing Scholarship 4. Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation 5. Corporate marketing: advent, apocalypse and epiphany 6. Corporate marketing myopia and the inexorable rise of a corporate marketing logic: Perspectives from identity-based views of the firm Part 3. Corporate Identity: An Organisation's Cornerstone 7 Identity studies: multiple perspectives and implications for corporate-level marketing 8 John M.T. Balmer and Alan Wilson (1998) Corporate identity: there is more to it than meets the eye, 9 Corporate and generic identities: lessons from the Co-operative Bank 10 Aligning identity and strategy: Corporate branding at British Airways in the late 20th century Scrutinizing Stakeholder Thinking: Orthodoxy or Heterodoxy? Part 4 Visual Identification12 Visual identity: trappings or substance? 13 Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia Part 5. Corporate Communications, Image and Reputation Spectrums 14. Corporate communication and corporate marketing: Their nature, histories, differences and similarities 15. The Internet of Total Corporate Communications Quaternary Corporate Communications and The Corporate Marketing Internet Revolution 16. Corporate identity and corporate communications: the antidote to merger madness 17. Managing corporate image and corporate reputation Part 6. Corporate Brand: An Organisation's Promise 18. Corporate branding and connoisseurship19. John M.T. Balmer and Edmund R Gray (2003) Corporate brands: What are they? What of them? 20. John M.T. Balmer (2012) Corporate Brand Management Imperatives: Custodianship, Credibility, and Calibration 21. A Resource-Based View of the British Monarchy as a Corporate Brand 22. Corporate Brand Identification and Corporate Brand Management: How Top Business Schools Do It 23. Explicating Ethical Corporate Marketing. Insights from the BP Deepwater Horizon Catastrophe: The Ethical Brand that Exploded and then Imploded