Meskipun ada perbedaan dalam pendekatan dan fokus konsep corporate communication Illia dan Balmer (2012) dan van Riel dan Fombrun (2007), keduanya menekankan pentingnya pengelolaan komunikasi perusahaan secara terpadu dan strategis dalam menciptakan citra merek yang kuat dan hubungan yang baik dengan stakeholder.
Referensi Yang Disarankan
Balmer, J.M.T. (2001). Corporate identity, corporate branding and corporate marketing: seeing through the fog. European Journal of Marketing, Vol. 35 No. 3 and 4, pp. 248-91.
Balmer, J.M.T. (2005). Corporate brand cultures and communities in Schroeder, J.E., and Salzer-Morling, M. (Eds), Brand Culture, Routledge, London, pp. 34–49.
Balmer, J.M.T. (2006). Comprehending corporate marketing and the corporate marketing mix. Working paper, Bradford School of Management, Bradford.
Balmer, J.M.T., & Gray, E. (2003). Corporate brands: what are they? What of them? European Journal of Marketing, Vol. 37 Nos 7-8, pp. 972–97.
Balmer, J.M.T., & Greyser, S.A. (2003). Revealing the Corporation. Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate-level Marketing, Routledge, London.
Illia, L., & John M.T. Balmer. (2012). Corporate communication and corporate marketing. Corporate Communications, 17(4), 415-433. https://doi.org/10.1108/13563281211274121
van Riel, C.B.M. and Fombrun, C. (2007), Essentials of Corporate Communication, Routledge, London.
