Revealing the Corporation, 1st Edition

As the concepts of corporate identity, communication, image and branding have caught the imagination of both scholars and managers, new ways of conceptualising organizations have arisen. This international and multidisciplinary collection of works captures the quintessence of the corporation and its many inner and outer manifestations. Both editors are pioneers of the area, and in this work they present a new approach to the subject area. Drawing on their wide experience the editors have assembled a portfolio of readings from those who practice, study and research the areas in question, selecting illuminating pieces that stem from the 1950s to the present day to highlight both practitioner and scholarly perspectives. Features include: Editors' analysis and commentary Original pieces Case studies Discussion questions Further reading The resulting work is an eclectic anthology that affords a new way of comprehending organizations, without the need for limitations or narrow perspectives. This is essential reading for anybody who is serious about understanding the many levels of corporate meaning.

“"This is an engaging and enjoyable text. It demonstrates a new way of thinking about the corporation and a new way of analysing the tasks and responsibilities of senior management. It is a masterpiece of its kind, which I commend to the business community, to academics and all who really care about corporate development." -Lord Marshall of Knightsbridge, Chairman, British Airways Plc. "I commend this book as essential reading for all companies seeking to develop a more effective strategic identity in the marketplace." -Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management "The book speaks cogently to scholars, teachers, and executives. All readers will welcome the breadth of the analogy, the module essays that analyze the multi-dimensional charater of the field, and the future-oriented insights into what the authors call 'corporate-level marketing'." -John A. Quelch, Senior Associate Dean, International Development, Harvard Business School ""Revealing the Corporation is way overdue. For the top executive and the practitioner alike, it provides real insight for guiding the development of a powerful corporate identity. The Balmer and Greyser framework provides a senior management-oriented, multidisciplinary approach for giving substance to the corporation for multiple stakeholders, not simply portraying it through logotype." -James C. Fink, CEO, Worldwide Marketing Research, Opinion Research Corporation "Balmer and Greyser provide an essential pathway through the often-muddled landscape of trust, loyalty, reputation, consistency, clarity, image, perception, and identity. They have not only broughttogether an excellent collection of articles, but also offer thoughtful insights about the content, context, and contributions of the articles through their authors' essays." -Earl Powell, President, Design Management Institute”

'Essential reading for all companies seeking to develop a more effective strategic identity in the marketplace.' - Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA

“This book speaks cogently to scholars, teachers, and executives. Scholars will be helped by the substantial commentary on individual articles and the extensive references. Teachers will find the chapter introductions and discussion questions useful. Those in practice – in corporations, communication firms, and brand consultancies – will benefit from the volume’s orientation to their perspectives. All readers will welcome the breadth of the anthology, the module essays that analyze the multidimensional character of the field, and the future-oriented insights into what the authors call ‘corporate-level marketing’.”- John A. Quelch, Senior Associate Dean, International Development, Harvard Business School, USA

'I commend this book as essential reading for all companies seeking to develop a more effective strategic identity in the marketplace.' - Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management

John Balmer, Stephen Greyser

As the concpets of corporate identity, communication, images, and branding have causght the imagination of both scholars and managers, new ways of concpetualizing organizations have arisen. This international and multidisciplinary collection of works captures the quintessence of the corporation and its many inner and outer manifestations. Both editors are pioneers of the field and in this work they present a new approach to the subject area. Drawing on their wide experience, Balmer and Greyser ahve assembled a portfolio of readings from those who practice, study, and research the areas in question, selecting illuminating pieces that stem from the 1950s to the present day to highlight both practitioner and scholarly perspectives. This resulting work in an augmented and fully revised new edition of an anthology that affords a new way of comprehending organizations, drawing on a wide range of disciplinary perspectives.

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