Corporate marketing : A new marketing paradigm - Tapa blanda

Mart�nez Garc�a De Leaniz, Patricia; Rodr�guez Del Bosque Rodr�guez, Ignacio

9783659512230: Corporate marketing : A new marketing paradigm

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ISBN 10: 3659512230 ISBN 13: 9783659512230

Editorial: LAP LAMBERT Academic Publishing, 2013

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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.

Biograf�a del autor

Patricia Mart�nez is an Assistant Professor at Universidad de Cantabria (Spain). Her current research interests include corporate social responsibility, corporate marketing and consumer behavior. Her works have been published in journals of international impact such as International Journal of Hospitality Management or Journal of Business Ethics.

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EditorialLAP LAMBERT Academic Publishing
A�o de publicaci�n2013
ISBN 10 3659512230
ISBN 13 9783659512230
Encuadernaci�nTapa blanda
N�mero de p�ginas92

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Corporate marketing A new marketing paradigm

Martinez Garcia De Leaniz Patricia

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Corporate marketing : A new marketing paradigm

Mart�nez Garc�a De Leaniz, Patricia; Rodr�guez Del Bosque Rodr�guez, Ignacio

Publicado por LAP LAMBERT Academic Publishing, 2013

ISBN 10: 3659512230 ISBN 13: 9783659512230

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Mart�nez Garc�a de Leaniz Patricia

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Martinez Garcia de Leaniz Patricia

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Corporate marketing : A new marketing paradigm

Patricia Mart�nez Garc�a de Leaniz

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Taschenbuch. Condici�n: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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. 92 pp. Englisch. N� de ref. del art�culo: 9783659512230

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Corporate marketing A new marketing paradigm

Martinez Garcia De Leaniz Patricia

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Corporate marketing : A new marketing paradigm

Patricia Mart�nez Garc�a de Leaniz

Publicado por LAP LAMBERT Academic Publishing, 2013

ISBN 10: 3659512230 ISBN 13: 9783659512230

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Taschenbuch. Condici�n: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - 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. N� de ref. del art�culo: 9783659512230

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