Quo Vadis Corporate Marketing?

An analysis of corporate marketing-related articles is undertaken to identify trends in the literature. It scrutinizes past, present, and future directions of corporate marketing as an organization-wide philosophy and culture. Also revisits corporate marketing rationales and components. The premises of corporate marketing are enumerated. The challenges and opportunities inherent for corporate marketing in moving to the centre ground are considered. This short paper concludes by providing summaries of the articles contained in this special section.

Automated summary

This analysis examines trends in corporate marketing literature, covering past, present, and future directions of corporate marketing as an organization-wide philosophy and culture. It also revisits rationales and components of corporate marketing, while considering challenges and opportunities for corporate marketing in transitioning to the center ground. The paper concludes by summarizing the articles in the special section.