TY  - JOUR
AB  - Designers have used Corporate Visual Identity Systems (CVIS) to widen the communications mix. Using name, symbol and/or logo, typography, colour and slogan, a CVIS helps transmit a company’s visual identity through fixed assets, such as buildings, vehicles and other business collateral. This wider view of business communications adds an eighth P, publications, to the seven Ps of service marketing: product, price, place, promotion, participants, physical evidence and process. Managerial literature suggests that firms who standardise their CVIS anticipate communications benefits beyond the usual marketing mix. A comparison of multinational companies with and without standardised CVIS supports this view.
VL  - 34
IS  - 5/6
SN  - 0309-0566
DO  - 10.1108/03090560010321910
UR  - https://doi.org/10.1108/03090560010321910
AU  - Melewar T.C.
AU  - Saunders John
PY  - 2000
Y1  - 2000/01/01
TI  - Global corporate visual identity systems: using an extended marketing mix
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 538
EP  - 550
Y2  - 2024/09/19
ER  -