Pérez, Andrea; Ignacio RodrÃguez del Bosque - In: Cuadernos de Gestión 14 (2014) 01, pp. 97-126
The corporate marketing perspective is a new paradigm which identifies the management of the business identity, image and reputation as an essential tool for the survival and success of companies. Accordingly, the correct understanding of these three concepts is a basic pre-requisite for the...