Corporate marketing can be seen as more of a guiding philosophy than a function sat in any one department. It can be used as an over arching or umbrella term covering the interrelating activities associated with managing various corporate-level concepts including organizational identity, corporate identity, corporate branding, corporate reputation, corporate communication and corporate image, spanning and encompassing the whole corporation and its various stakeholders. Corporate marketing also has a general applicability to entities, including corporations, business alliances, cities, government bodies etc.
Corporate marketing (and Organizational Marketing) has a general applicability to entities, whether they are corporations as well as other categories such as business alliances, cities, government bodies and departments, or branches of the armed forces and so on.