Corporate marketing

Purpose The aims of the paper are to examine the nascent area of corporate marketing. Design/methodology/approach The paper draws on some of the key literature relating to the history of marketing thought. Findings The study reiterates the case that corporate identity, corporate branding, corporate communications, and corporate reputation should be integrated under the umbrella title of corporate marketing. The paper introduces the 6Cs of corporate marketing. Originality/value The paper integrates British and US perspectives on the area and draws on Balmer's work vis‐à‐vis corporate marketing and Greyser's historical overview of marketing written for the Marketing Science Institute (MSI)