Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company's CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.

Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company's CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.

Organizational members' support during a change can be influenced strongly by the degree to which the company is not going to be the same as it was before. Indeed, members have a stake in "who the organization is," and they are often quite frantic in their efforts to avoid losing it. The aim of this book is to propose and test hypotheses on why organizational members adhere to some characteristics of their working organization and feel worried about losing them. The book does not give checklists or provide practical recommendations for how to manage a difficult change in organizations. Instead, it provides an overview of the debate and notes on previous relevant studies; it proposes reflections and discusses the difficulty associated with change in an organization's identity. Hence, this book is for the reader who wants to understand the complexity of the topic to better understand the recommendations that may be provided to them by other, more practically oriented studies. In doing so, this book explains the complexity of the topic to allow the reader to gain a more comprehensive and far better informed perspective on change to organizational identity.