Scrutinising the Organisation : A corporate marketing reader (Hardcover)

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