Corporate marketing

TLDR

The paper situates corporate marketing by integrating British and US perspectives, drawing on Balmer and Greyser’s historical analyses. The study aims to examine the emerging field of corporate marketing and introduce a framework of six interrelated components (the 6Cs). The authors conduct a literature review of marketing history to underpin their conceptual analysis. They conclude that corporate identity, branding, communications, and reputation should be unified under the umbrella of corporate marketing.

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)