The Corporate Marketing Department

Between Value and Vanish

Thomas Ritter, Andreas Eggert, Eva Münkhoff, Wolfgang Ulaga

    Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review

    Abstract

    Corporate marketing has been downsized or eliminated in many firms. At the same time, firms that still own a corporate marketing department struggle with organizing and positioning their commercial front‐end. The question arises whether firms need a corporate marketing department, and if so, how it can best add value to the firm. Based on a qualitative study among B2B companies, we develop a conceptual framework highlighting the various parental roles through which corporate marketing can contribute to overall firm and business unit performance. In addition, we identify five gaps that restrain successful outcomes of corporate marketing activities. In sum, our framework provides important insights on how to successfully organize corporate marketing activities.
    Original languageEnglish
    Publication dateJul 2014
    Number of pages1
    Publication statusPublished - Jul 2014
    EventISBM Academic Conference 2014: Advances in B-to-B Marketing - San Francisco State University, San Francisco, United States
    Duration: 30 Jul 201431 Jul 2014
    http://isbm.smeal.psu.edu/research/academic%20conference

    Conference

    ConferenceISBM Academic Conference 2014
    LocationSan Francisco State University
    CountryUnited States
    CitySan Francisco
    Period30/07/201431/07/2014
    Internet address

    Bibliographical note

    CBS Library does not have access to the material

    Cite this

    Ritter, T., Eggert, A., Münkhoff, E., & Ulaga, W. (2014). The Corporate Marketing Department: Between Value and Vanish. Abstract from ISBM Academic Conference 2014, San Francisco, United States.
    Ritter, Thomas ; Eggert, Andreas ; Münkhoff, Eva ; Ulaga, Wolfgang. / The Corporate Marketing Department : Between Value and Vanish. Abstract from ISBM Academic Conference 2014, San Francisco, United States.1 p.
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    abstract = "Corporate marketing has been downsized or eliminated in many firms. At the same time, firms that still own a corporate marketing department struggle with organizing and positioning their commercial front‐end. The question arises whether firms need a corporate marketing department, and if so, how it can best add value to the firm. Based on a qualitative study among B2B companies, we develop a conceptual framework highlighting the various parental roles through which corporate marketing can contribute to overall firm and business unit performance. In addition, we identify five gaps that restrain successful outcomes of corporate marketing activities. In sum, our framework provides important insights on how to successfully organize corporate marketing activities.",
    author = "Thomas Ritter and Andreas Eggert and Eva M{\"u}nkhoff and Wolfgang Ulaga",
    note = "CBS Library does not have access to the material; null ; Conference date: 30-07-2014 Through 31-07-2014",
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    Ritter, T, Eggert, A, Münkhoff, E & Ulaga, W 2014, 'The Corporate Marketing Department: Between Value and Vanish', San Francisco, United States, 30/07/2014 - 31/07/2014, .

    The Corporate Marketing Department : Between Value and Vanish. / Ritter, Thomas; Eggert, Andreas ; Münkhoff, Eva; Ulaga, Wolfgang.

    2014. Abstract from ISBM Academic Conference 2014, San Francisco, United States.

    Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review

    TY - ABST

    T1 - The Corporate Marketing Department

    T2 - Between Value and Vanish

    AU - Ritter, Thomas

    AU - Eggert, Andreas

    AU - Münkhoff, Eva

    AU - Ulaga, Wolfgang

    N1 - CBS Library does not have access to the material

    PY - 2014/7

    Y1 - 2014/7

    N2 - Corporate marketing has been downsized or eliminated in many firms. At the same time, firms that still own a corporate marketing department struggle with organizing and positioning their commercial front‐end. The question arises whether firms need a corporate marketing department, and if so, how it can best add value to the firm. Based on a qualitative study among B2B companies, we develop a conceptual framework highlighting the various parental roles through which corporate marketing can contribute to overall firm and business unit performance. In addition, we identify five gaps that restrain successful outcomes of corporate marketing activities. In sum, our framework provides important insights on how to successfully organize corporate marketing activities.

    AB - Corporate marketing has been downsized or eliminated in many firms. At the same time, firms that still own a corporate marketing department struggle with organizing and positioning their commercial front‐end. The question arises whether firms need a corporate marketing department, and if so, how it can best add value to the firm. Based on a qualitative study among B2B companies, we develop a conceptual framework highlighting the various parental roles through which corporate marketing can contribute to overall firm and business unit performance. In addition, we identify five gaps that restrain successful outcomes of corporate marketing activities. In sum, our framework provides important insights on how to successfully organize corporate marketing activities.

    M3 - Conference abstract for conference

    ER -

    Ritter T, Eggert A, Münkhoff E, Ulaga W. The Corporate Marketing Department: Between Value and Vanish. 2014. Abstract from ISBM Academic Conference 2014, San Francisco, United States.