Corporate marketing : A new marketing paradigm
Martínez García de Leaniz, Patricia / Rodríguez del Bosque Rodríguez, Ignacio
Individual corporate-level concepts present a powerful lens through which to understand organizations. However, these approaches present limitations. Consequently, an integrated approach to marketing at the institutional level appear to be attractive and the need for what several authors name corporate marketing. Corporate marketing is a marketing and management paradigm which synthesises not only theoretical but also practical insights from c...