Corporate identity as an enabler and constraint on the pursuit of corporate objectives

Leitch, Shirley; Davenport, Sally

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Corporate identity as an enabler and constraint on the pursuit of corporate objectives

Date

2011

Authors

Leitch, Shirley

Davenport, Sally

Publisher

MCB University Press

Abstract

Purpose: The purpose of this paper is to examine the relationship between corporate identity, corporate marketing and the pursuit of corporate objectives, particularly those objectives that require action at a societal level. Design/methodology/approach: