Routledge Contemporary Perspectives on Corporate Marketing - Routledge

Corporate marketing and corporate communications have become essential disciplines for managing brand identity and corporate image in the modern business landscape. This Routledge book addresses the gap in scholarly literature by providing systematic development from a corporate marketing and communications perspective, integrating insights from branding, marketing communications, and public relations. Ideal for academics, practitioners, and students seeking to understand how organisations can effectively manage their brands and corporate identities in the 21st century, this interpretive marketing research title brings together contemporary thought on the strategic importance of corporate marketing in today's competitive environment.