Overview

Corporate Marketing Strategy offers a comprehensive treatment of the nature of relationships between companies, brands, and stakeholders in different regions of the world. The timely collection will serve as an important resource for international marketing and brand practitioners, who require more than anecdotal evidence, on important aspects relating to companies’ strategy, brands, identity, stakeholders, and reputation. The authors have blended an interesting mix of theory, primary research findings, and practice that will appeal to students, academics, and practitioners of international branding, identity, and marketing alike.

Full Product Details

Author:   Pantea Foroudi (Brunel Business School, London, UK) ,  T C Melewar (Middlesex University London, UK) ,  Charles Dennis (Newcastle University, UK)
Publisher:   Emerald Publishing Limited
Imprint:   Emerald Publishing Limited
Dimensions:   Width: 15.20cm , Height: 1.90cm , Length: 22.90cm
Weight:   0.478kg
ISBN:  

9781835490105

ISBN 10:   1835490107
Pages:   280
Publication Date:   11 May 2026
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Introduction to Corporate Marketing Strategy: A Contemporary Curation of Branding, Identity, Image and Reputation Studies; Pantea Foroudi, T C Melewar, and Charles Dennis Part I. Digital Branding, Social Media and AI Integration Chapter 1. An Empirical Analysis of the Impact of Social Media Marketing Activities on Customer Loyalty in Beauty Industry; Afra Sultana, Dongmei Zha, Maria Palazzo, and Pantea Foroudi Chapter 2. Key Factors Influencing Consumer Buying Behaviour of Fashion Shoppers on Social Media Platforms; Amir Javani, Mahdi Rahmani, Marjan Behdad, and Sayed Mahdi H. Marashi Chapter 3. The Influence of AI-Generated vs. Human-Crafted Storytelling on Consumer Perceptions of Innovativeness, Enjoyment, and Purchase Intentions for Traditional Artistic Techniques; Congye Zhang, Dongmei Zha, Pantea Foroudi, and Maria Palazzo Chapter 4. Linking Brand Authenticity and Automation: A Focus on Ethical Implications of AI in Retail Branding; Pranjali Ambalal Kanchi, Pantea Foroudi, and Maria Palazzo Part II. Corporate Identity, Image and Reputation Chapter 5. Ethics Audit of the Credit Card Act Impacting Issuer Reputation and Sustainability: Policy Leaks, Concerns, Amendment Recommendations; Connie R. Bateman, Mary Askim-Lovseth, and Ellei Burmeister Chapter 6. Digital Artisan Techniques: Promoting Blue Clip Valerian Printing Techniques by Improving the Production Method Using Parametric Design Software; Congye Zhang, Maria Palazzo, Pantea Foroudi, and Dongmei Zha Chapter 7. Visual Influence: Strengthening Brand Recognition, Appeal, and Interaction through AI-Generated and Authentic Photographs; Pantea Foroudi and Maria Palazzo Part III. Strategic Engagement, Sustainability and Stakeholder Relations Chapter 8. Human–AI Collaboration in HRM: Balancing Efficiency, Fairness, and Strategic Value; Venkoba Rao and Mehdi Rahmani Chapter 9. Intergenerational Sustainability in Family-Owned Tourism Enterprises: A Circular Economy Framework for Long-Term Environmental and Economic Resilience; Wejdan Al Kayid

Reviews

Building on decades of ground-breaking research into branding and corporate marketing, T C Melewar and his team reveal how organizations adapt to the challenges of the digital age, showcasing the transformative impact of digital platforms, social media, and artificial intelligence in redefining brand equity. Without a doubt, it will be remembered as a landmark study on brands and branding. -- Bernard Cova, Affiliate Professor Omnes Group, France, and Visiting Professor Bocconi University, Italy

Author Information

Pantea Foroudi is the business manager and solution architect at Foroudi Consultancy and is a member of the Marketing and Branding Department, Brunel Business School, London. T C Melewar is Professor of Marketing and Strategy at the Business School, Middlesex University London, UK. Charles Dennis is Professor of Digital Marketing and Consumer Behaviour at Newcastle University Business School, UK, and on the Editorial Advisory Board of International Journal of Consumer Studies.

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