Corporate marketing: apocalypse, advent and epiphany

Purpose- this paper aims to explain the nature and relevance of corporate marketing and details the antecedents of the territory. Corporate marketing is a marketing and management paradigm which synthesises practical and theoretical insights from corporate image and reputation, corporate identity, corporate communications and corporate branding, among other corporate-level constructs. Design/methodology/approach – via the adoption of a quadrivium; a traditional classical, four-part, approach to the acquisition of knowledge, I: (i) show how organisations can be faced by apocalyptical scenarios through a failure to accord sufficient attention to one or more dimensions of the corporate marketing mix, (ii) explain why the emergence of corporate level constructs such as corporate image, identity, branding communications and reputation represent, both individually and collectively, the advent of corporate marketing, (iii) detail the various integrative initiatives in corporate design, corporate communication