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Since the first International Corporate Identity Group's symposium in 1994, the fields of corporate identity, corporate communications and corporate branding have become a focal point for scholars and managers alike. Recently, the term corporate marketing has incorporated a host of key corporate-level concepts, representing a new paradigm of thought. Contemplating Corporate Marketing, Identity and Communication is a collection of papers and extended abstracts from the 12th ICIG symposium, presenting a variety of perspectives with a view towards stimulating debate abo.

We argue for a more expansive conceptualization of the past's relevance in, and for, marketing. Such a differentiated approach to the past is pregnant with possibilities in terms of advancing scholarship apropos temporal agency in marketing along with consumption practices. Symptomatic of this perspective is the increased mindfulness of the rich palate of past-related concepts. Significantly, the corporate heritage notion – because of its omnitemporal nature – represents a distinct and meaningful vector on the past by coalescing the past, present and future into a new type of temporality. As such, the authors reason this expansive conceptualization of 'the past-in-marketing' is both timely and efficacious. While sensitive of the importance of the historical method in marketing and the history of marketing scholarship and practice per se, this broader marketing approach to and of the past highlights the ideational and material manifestations of the past-in-the-present and an envisaged past-in-the-future.

Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company's CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.

AbstractBeing innovative and adaptive to changing business environment fosters and sustains the success of corporations with heritage. Our article addresses the insights of the innovation strategy of John Lewis Partnership (JLP) as a corporate heritage brand and reveals that strategic innovation the key strand of JLP's brand heritage, which has contributed to the continuous success of JLP for over a century. Developed from the S‐curve innovation theory, we have developed a corporate heritage brand innovation process framework with four stages: invention, sustainability, expansion, and extension. Our research confirms that S‐curve innovation theory can be applied to scrutinize organizational innovation of corporations with heritage brand.