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Schools of thought in corporate marketing : traces and future perspectives

Joachim Kernstock & Tim Brexendorf

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abstract The authors provide an historical overview into different schools of thought of corporate-level marketing, and then conncet them with further implications for teaching, research and managers. The theoretical analysis provides further support for concepts of corporate marketing and suggests a related research agenda for deeper understanding of corporate marketing. Schools of thought give further insights for students. Marketing managers benefit from different thinking while building strong corporate brands.
   
type book chapter (English)
   
keywords Corporate identity, Corporate marketing, Unternehmensmarketing, Corporate brand management
   
book title Podnar, K./Balmer, J.M.T. (Eds.): Contemplating the corporate marketing, identity and communication
date of appearance 2009
publisher Routledge (London/New York)
ISBN 978-961-235-374-2
page(s) 28-35
citation Kernstock, J., & Brexendorf, T. (2009). Schools of thought in corporate marketing: traces and future perspectives. In Podnar, K./Balmer, J.M.T. (Eds.): Contemplating the corporate marketing, identity and communication (pp. 28-35). London/New York: Routledge. - ISBN 978-961-235-374-2.