Balmer, John M.T.; Greyser, Stephen A. - In: European Journal of Marketing 40 (2006) 7/8, pp. 730-741
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...