Corporate Marketing Strategy

A Contemporary Curation of Branding, Identity, Image and Reputation Studies

Corporate branding, identity, image and reputation have become increasingly important in academic research and management practice. This work provides a comprehensive overview of current and future trends in corporate branding, identity, image, and reputation.

Corporate Marketing Strategy offers a comprehensive treatment of the nature of relationships between companies, brands, and stakeholders in different regions of the world. The timely collection will serve as an important resource for international marketing and brand practitioners, who require more than anecdotal evidence, on important aspects relating to companies’ strategy, brands, identity, stakeholders, and reputation. The authors have blended an interesting mix of theory, primary research findings, and practice that will appeal to students, academics, and practitioners of international branding, identity, and marketing alike.