Selling the corporation : what are the corporate marketing strategies of growing companies in the international market ?

Abstract

"Selling the Corporation"(Corporate Marketing). subtitle: 'What are the Corporate Marketing Strategies of Growing Companies in the International Markets?'

The paradigm of marketing has changed and continues to change. Trends in the business environment are changing the dynamics of the marketing game. Competition between products and services as well as between organisations is getting tough. As a consequence, businesses no longer rely only on selling their offers (products and/or services); they also sell their organisations as an entity alongside the products and services. This trend gives rise to a new marketing paradigm known as corporate marketing. In corporate marketing the corporation is the umbrella brand, under which all other offers are associated. As an umbrella brand, the corporation creates multiple associations with multiple stakeholders from which the individual product/service brands benefit.

This thesis investigates (explores and describes) the strategie