Contemplating Corporate Marketing, Identity and Communication

Klement Podnar, John Balmer

• Publisher: Routledge
• Year: 2013
• eBook ISBN: 9781317850694
• Edition: 1
• Topic: Business
• Subtopic: Business General
• Index: Business

Since the first International Corporate Identity Group's symposium in 1994, the fields of corporate identity, corporate communications and corporate branding have become a focal point for scholars and managers alike. Recently, the term corporate marketing has incorporated a host of key corporate-level concepts, representing a new paradigm of thought.

Contemplating Corporate Marketing, Identity and Communication is a collection of papers and extended abstracts from the 12th ICIG symposium, presenting a variety of perspectives with a view towards stimulating debate about the advances in corporate marketing, identity and communication. The contributions in this volume examine critically the development of the field and focus for future research in order to encourage cutting-edge scholarship along with practitioner insights.

In a field characterized by paradoxes – unity and variety; integration and specialization – the aim is to integrate diverse practices to inspire a more sophisticated approach or theoretical framework. The papers in this volume are both challenging and distinctive.

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Table of Contents
• List of exhibits, tables and figures
• List of contributors
• 1 Contemplating the corporate communications, corporate marketing and identity curricula: celebrating 15 years of the ICIG symposium: 1994–2009
• 2 Weathervanes or signposts? Constructs or philosophy?: Scrutinzing and explicating corporate image, corporate identity, corporate communications, corporate reputation, corporate brands and corporate marketing
• 3 Schools of thought in corporate marketing: traces and future perspectives
• 4 The missing link in corporate marketing
• 5 Corporate social responsibility and corporate identity: potentials for disciplinary cross-fertilization within research and teaching
• 6 Consumer’s identification with a brand
• 7 Exploring how organizational identity is affected by the arrival of new members
• 8 Holland’s got talent?: The relevance of employer branding in job advertisements for becoming an employer of choice
• 9 Generic Charisma: a conceptualization and measurement tool development
• 10 Exploring the relationship between media sentiments and market capitalization in 32 FTSE-350 firms
• 11 Corporate communications in China: a preliminary study
• 12 Corporate social responsibility, customer trust and the mediating role of C–C identification in the banking industry
• 13 How do companies choose between socially responsible suppliers?: An experimental study
• 14 Business schools’ use of CSR as a corporate marketing strategy
• Index