Corporate communication and corporate marketing:Their nature, histories, differences and similarities

Corporate Communications: An International Journal

Volumn 17, Issue 4, 2012, Pages 415-433

  Balmer, John M t ^a,b   Illia, Laura ^a  

^a IE UNIVERSITY   (Spain)

^b BRUNEL UNIVERSITY   (United Kingdom)

Author keywords

Corporate communication; Corporate identity; Corporate marketing; Literature review

Indexed keywords

EID: 84867761207     PISSN: 13563289     EISSN: None     Source Type: Journal    
DOI: 10.1108/13563281211274121     Document Type: Review

References (62)

1. Aaker, J. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34 No. 3, pp. 347-56.
2. Aberg, L. (1990), “Theoretical model and praxis of total communications”, International Public Relations Review, Vol. 13 No. 2.
3. Aspara, T. and Tikkanen, H. (2011), “Corporate marketing in the stock market: the impact of company identification on individual's investment behaviour”, European Journal of Marketing, Vol. 45 Nos 9/10, pp. 1446-69.
4. Balmer, J.M.T. (1995), “Corporate branding and connoisseurship”, Journal of General Management, Vol. 21 No. 1, pp. 24-42.
5. Balmer, J.M.T. (1998), “Corporate identity and the advent of corporate marketing”, Journal of Marketing Management, Vol. 14 No. 8, pp. 963-96.
6. Balmer, J.M.T. (2001a), “Corporate identity, corporate branding and corporate marketing: seeing through the fog”, European Journal of Marketing, Vol. 35 Nos 3/4, pp. 248-91.
7. Balmer, J.M.T. (2001b), “From the Pentagon: a new identity framework”, Corporate Reputation Review, Vol. 4 No. 1, pp. 11-22.
8. Balmer, J.M.T. (2005), “Corporate brands: a strategic management framework”, Working Paper Series No. 05/43, Bradford University School of Management, Bradford.
9. Balmer, J.M.T. (2008), “Identity-based view of the corporation: insights from corporate identity, organisational identity, social identity, visual identity and corporate image”, European Journal of Marketing, Vol. 42 Nos 9/10, pp. 879-906.
10. Balmer, J.M.T. (2009), “Corporate marketing: apocalypse, advent and epiphany”, Management Decision, Vol. 47 No. 4, pp. 544-72.
11. Balmer, J.M.T. (2011), “Corporate marketing myopia and the inexorable rise of a corporate marketing logic: perspectives from identity-based views of the firm”, European Journal of Marketing, Vol. 45 Nos 9/10, pp. 1329-52.
12. Balmer, J.M.T. (2012), “Corporate brand management imperatives: custodianship credibility and calibration”, California Management Review, Vol. 54 No. 3, pp. 1-28.
13. Balmer, J.M.T. and Gray, E.R. (1999), “Corporate identity and corporate communications: creating a competitive advantage”, Corporate Communications: An International Journal, Vol. 4 No. 4, pp. 171-6.
14. Balmer, J.M.T. and Greyser, S.A. (2003), Revealing the Corporation: Perspectives on Identity, Reputation, Corporate Branding and Corporate-level Marketing, Routledge, London.
15. Balmer, J.M.T. and Greyser, S.A. (2006), “Corporate marketing: integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation”, European Journal of Marketing, Vol. 40 Nos 7/8, pp. 730-41.
16. Balmer, J.M.T. and Soenen, G.B. (1999), “The ACID test of corporate identity management”, Journal of Marketing Management, Vol. 15 Nos 1-3, pp. 69-92.
17. Balmer, J.M.T., Powell, S. and Greyser, S.A. (2011), “Explicating ethical corporate marketing. Insights from the BP Deepwater Horizon catastrophe: the ethical brand that exploded and then imploded”, Journal of Business Ethics, Vol. 102 No. 1, pp. 1-14.
18. Benoit, W.L. and Brinson, S.L. (1994), “AT&T: Apologies are not enough”, Communication Quarterly, Vol. 42, pp. 75-88.
19. Bernays, E.L. (1923), Crystallizing Public Opinion, Boni & Liveright, New York, NY.
20. Bernstein, D. (1984), Company Image and Reality, Holt, Rinehart and Winston, Eastbourne.
21. Bhattacharya, C.B. and Sen, S. (2003), “Consumer-customer identification: a framework for understanding consumer's relationship with companies”, Journal of Marketing, Vol. 67, April, pp. 76-88.
22. Birth, G., Illia, L., Lurati, F. and Zamparini, A. (2008), “Communicating CRS: practices among Switzerland's top 300 companies”, Corporate Communications: An International Journal, Vol. 13 No. 2, pp. 182-96.
23. Caywood, C.L. (1997), The Handbook of Strategic Public Relations and Integrated Communications, McGraw-Hill, New York, NY.
24. Cooley, C.H. (1964), Human Nature and the Social Order, Scribner's, New York, NY, (first published 1902).
25. Cornelissen, J. (2011), Corporate Communications: Theory and Practice, 3rd ed., Sage Publications, London.
26. Coviello, N.E. and Brodie, R.J. (1998), “From transaction to relationship marketing: an investigation through mutually beneficial perceptions and practices”, Journal of Strategic Management, Vol. 6 No. 3, pp. 171-86.
27. Freeman, R.E. (1984), Strategic Management: A Stakeholder Approach, Pitman, Boston, MA.
28. Goffman, E. (1959), The Presentation of Self in Everyday Life, Anchor Books, New York, NY.
29. Goodman, M.B. (1994), Corporate Communication: Theory and Practice, New York University Press, New York, NY.
30. Grant, R.M. (1991), “The resourced based view of competitive advantage: implication for strategy formulation”, California Management Review, Vol. 33 No. 3, pp. 114-35.
31. Gray, E.R. and Balmer, J.M.T. (1998), “Managing corporate image and corporate reputation”, Long Range Planning, Vol. 31 No. 5, pp. 695-702.
32. Gronroos, C. (1997), “From marketing mix to relationship marketing-towards a paradigm shift in marketing”, Management Decision, Vol. 35 No. 4, pp. 322-39.
33. Grunig, J.E. (Ed.) (1992), Excellence in Public Relations and Communication Management, Lawrence Erlbaum Associates, Hillsdale, NJ.
34. Grunig, J.E. and Hunt, T. (1984), Managing Public Relations, Holt, Rinehart and Winston, New York, NY.
35. Hatch, M.J. and Schultz, M. (2008), Taking Brand Initiative: How Companies Can Align Strategy, Culture and Identity through Corporate Branding, Jossey-Bass, San Francisco, CA.
36. Hildebrand, D., Sen, S. and Bhattacharya, C.B. (2011), “Corporate social responsibility: a corporate marketing perspective”, European Journal of Marketing, Vol. 45 Nos 9/10, pp. 1353-64.
37. Jackson, P. (1987), Corporate Communication for Managers, Pitman, London.
38. Karaosmanoglu, E., Bas, A. and Zhang, K. (2011), “The role of the other customer effect in corporate marketing: its impact on corporate image and consumer-company identification”, European Journal of Marketing, Vol. 45 Nos 9/10, pp. 1416-45.
39. Kitchen, P.J. and de Pelsmacker, P. (2004), Integrated Marketing Communications: A Primer, Routledge, London/New York, NY.
40. Levitt, T. (1960), “Marketing myopia”, Harvard Business Review, Vol. 38 No. 4, pp. 45-56.
41. McCarthy, E.J. (1960), Basic Marketing: A Managerial Approach, Irwin, Homewood, IL.
42. McCombs, M. and Shaw, D. (1972), “The agenda-setting function of mass media”, Public Opinion Quarterly, Vol. 36 No. 2.
43. McKitterick, J.B. (1957), “What is the marketing concept?”, in Bass, F.M. (Ed.), The Frontiers of Marketing Thought and Science, American Marketing Association, Chicago, IL, pp. 71-82.
44. McLeod, J.M. and Chaffee, S.H. (1973), “Interpersonal approaches to communication research”, American Behavioral Scientist, Vol. 16 No. 4, pp. 469-99.
45. McPhee, R.D. and Zaug, P. (2009), “The communicative constitution of organizations: a framework for explanation”, in Putnam, L.L. and Nicotera, A.M. (Eds), Building Theories of Organization: The Constitutive Role of Communication, Routledge, New York, NY, pp. 22-47.
46. Morgan, R.M. and Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58, July, pp. 20-38.
47. Morsing, M. and Schultz, M. (2006), “Corporate social responsibility communication: stakeholder information, response and involvement strategies”, Business Ethics: A European Review, Vol. 14 No. 4, pp. 323-38.
48. Norman, R. (1977), Management for Growth, Wiley, London.
49. Podnar, K., Golob, R. and Jancic, Z. (2011), “Identification with an organisation as a dual construct”, European Journal of Marketing, Vol. 45 Nos 9/10, pp. 1399-415.
50. Powell, S. (2011), “The nexus between ethical corporate marketing, ethical corporate identity and corporate social responsibility: an internal organisational perspectives”, European Journal of Marketing, Vol. 45 Nos 9/10, pp. 1365-98.
51. Powell, W. and DiMaggio, P. (1991), The New Institutionalism in Organizational Analysis, University of Chicago Press, Chicago, IL.
52. Prahalad, C.K. and Hamel, G. (1990), “The core competence of the corporation”, Harvard Business Review, May/June, pp. 79-91.
53. Rogers, E.M. (2003), Diffusion of Innovations, The Free Press, New York, NY.
54. Schultz, D.E., Tannenbaum, S.I. and Lauternborn, R.F. (1993), The New Marketing Paradigm: Integrated Marketing Communications, NTC Business, Lincolnwood, IL.
55. Snow, D.A. and Benford, B.D. (1992), “Master frames and cycles of protest”, in Morris, A.D. and McClurg Mueller, C. (Eds), Frontiers in Social Movement Theory, Yale University Press, New Haven, CT, pp. 133-55.
56. Tajfel, H. and Turner, J.C. (1979), “An integrative theory of intergroup conflict”, in Austin, W.G. and Worchel, S. (Eds), The Social Psychology of Intergroup Relations, Brooks-Cole, Monterey, CA.
57. Taylor, J.R. and van Every, E. (2000), The Emergent Organization: Communication as its Site and Surface, Lawrence Erlbaum Associates, Mahwah, NJ.
58. Thibaut, J. and Kelley, H. (1959), The Social Psychology of Groups, Wiley, New York, NY.
59. Tversky, A. and Kahneman, D. (1981), “The framing of decisions and the psychology of choice”, Science, Vol. 211 No. 4481, pp. 453-8.
60. van Riel, C.B.M. (1995), Principles of Corporate Communication, Prentice Hall, London.
61. van Riel, C.B.M. and Fombrun, C. (2007), Essentials of Corporate Communication, Routledge, London.
62. Vargo, S.L. and Lusch, R.F. (2004), “Evolving to a new dominant logic in marketing”, Journal of Marketing, Vol. 56, January, pp. 1-17.