The management of corporate personality: An IMC perspective

Research output: Contribution to ConferencePaper

Abstract

The symmetry between internal marketing and external marketing communications has been of interest in the Integrated Marketing Communications literature for some time. Kliatchko (2008) states that the culture of marketing needs to be communicated internally at all levels of the organsation including areas outside of the marketing domain such as HR and Finance. Fill (2009) talks about employees ‘living the brand’. The purpose of this is to ensure that an organisation is communicating the same values and culture internally and externally (Luck and Moffatt, 2009). However Laurie and Mortimer (2011) discovered that one of the main differences between IMC theory and practice was that practitioners placed less emphasis on the role of internal communications. The purpose of this study is to examine how corporate personality and culture is managed internally and externally in the UK communications industry. This industry is currently going through fundamental changes due to the influence of digital media and the development of integrated marketing communications (KeyNote, 2012). Although much is written about the industry and how it is changing in publications such as Campaign and Brand Republic, the author is unaware of any studies that have applied the academic theories of corporate personality and corporate identity to this particular industry. Such a study is worthwhile in that, not only does it provide an insight into how corporate personality is utilised in a highly competitive industry to achieve differentiation, but it also provides a picture of how these agencies may approach this issue when working with clients. Do they “practice what they preach”, in terms of IMC, or say one thing to clients and do another themselves.
Original languageEnglish
Publication statusPublished - 1 Jan 2014

Fingerprint

Industry
Marketing
Integrated marketing communications
Luck
Internal marketing
Internal communication
Marketing communications
Corporate identity
Finance
Employees
Symmetry
Communication
Digital media

Cite this

@conference{c9c85bc833374ea49d6bf3340c2d78d2,
title = "The management of corporate personality: An IMC perspective",
abstract = "The symmetry between internal marketing and external marketing communications has been of interest in the Integrated Marketing Communications literature for some time. Kliatchko (2008) states that the culture of marketing needs to be communicated internally at all levels of the organsation including areas outside of the marketing domain such as HR and Finance. Fill (2009) talks about employees ‘living the brand’. The purpose of this is to ensure that an organisation is communicating the same values and culture internally and externally (Luck and Moffatt, 2009). However Laurie and Mortimer (2011) discovered that one of the main differences between IMC theory and practice was that practitioners placed less emphasis on the role of internal communications. The purpose of this study is to examine how corporate personality and culture is managed internally and externally in the UK communications industry. This industry is currently going through fundamental changes due to the influence of digital media and the development of integrated marketing communications (KeyNote, 2012). Although much is written about the industry and how it is changing in publications such as Campaign and Brand Republic, the author is unaware of any studies that have applied the academic theories of corporate personality and corporate identity to this particular industry. Such a study is worthwhile in that, not only does it provide an insight into how corporate personality is utilised in a highly competitive industry to achieve differentiation, but it also provides a picture of how these agencies may approach this issue when working with clients. Do they “practice what they preach”, in terms of IMC, or say one thing to clients and do another themselves.",
author = "Diane Lauska and Sally Laurie and Kathleen Mortimer",
year = "2014",
month = "1",
day = "1",
language = "English",

}

The management of corporate personality: An IMC perspective. / Lauska, Diane; Laurie, Sally; Mortimer, Kathleen.

2014.

Research output: Contribution to ConferencePaper

TY - CONF

T1 - The management of corporate personality: An IMC perspective

AU - Lauska, Diane

AU - Laurie, Sally

AU - Mortimer, Kathleen

PY - 2014/1/1

Y1 - 2014/1/1

N2 - The symmetry between internal marketing and external marketing communications has been of interest in the Integrated Marketing Communications literature for some time. Kliatchko (2008) states that the culture of marketing needs to be communicated internally at all levels of the organsation including areas outside of the marketing domain such as HR and Finance. Fill (2009) talks about employees ‘living the brand’. The purpose of this is to ensure that an organisation is communicating the same values and culture internally and externally (Luck and Moffatt, 2009). However Laurie and Mortimer (2011) discovered that one of the main differences between IMC theory and practice was that practitioners placed less emphasis on the role of internal communications. The purpose of this study is to examine how corporate personality and culture is managed internally and externally in the UK communications industry. This industry is currently going through fundamental changes due to the influence of digital media and the development of integrated marketing communications (KeyNote, 2012). Although much is written about the industry and how it is changing in publications such as Campaign and Brand Republic, the author is unaware of any studies that have applied the academic theories of corporate personality and corporate identity to this particular industry. Such a study is worthwhile in that, not only does it provide an insight into how corporate personality is utilised in a highly competitive industry to achieve differentiation, but it also provides a picture of how these agencies may approach this issue when working with clients. Do they “practice what they preach”, in terms of IMC, or say one thing to clients and do another themselves.

AB - The symmetry between internal marketing and external marketing communications has been of interest in the Integrated Marketing Communications literature for some time. Kliatchko (2008) states that the culture of marketing needs to be communicated internally at all levels of the organsation including areas outside of the marketing domain such as HR and Finance. Fill (2009) talks about employees ‘living the brand’. The purpose of this is to ensure that an organisation is communicating the same values and culture internally and externally (Luck and Moffatt, 2009). However Laurie and Mortimer (2011) discovered that one of the main differences between IMC theory and practice was that practitioners placed less emphasis on the role of internal communications. The purpose of this study is to examine how corporate personality and culture is managed internally and externally in the UK communications industry. This industry is currently going through fundamental changes due to the influence of digital media and the development of integrated marketing communications (KeyNote, 2012). Although much is written about the industry and how it is changing in publications such as Campaign and Brand Republic, the author is unaware of any studies that have applied the academic theories of corporate personality and corporate identity to this particular industry. Such a study is worthwhile in that, not only does it provide an insight into how corporate personality is utilised in a highly competitive industry to achieve differentiation, but it also provides a picture of how these agencies may approach this issue when working with clients. Do they “practice what they preach”, in terms of IMC, or say one thing to clients and do another themselves.

M3 - Paper

ER -