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Rising operational costs and software sustainment concerns have driven the Air Force to move to newer technology to ensure that the Air Force Standard Base Supply System (SBSS) can continue to provide affordable and sustainable mission support in the years to come. This paper aims to summarize the successful software modernization effort the Air Force undertook to achieve that objective.

The paper describes the preliminary system updates that were required to isolate the SBSS software from all internal and external system and user interfaces in preparation for the subsequent successful code roll effort. Once the legacy SBSS component was fully isolated, the SBSS software modernization objective was achieved via a “code roll” conversion of the SBSS software from legacy COBOL to Java code, and movement of the integrated logistics system-supply application from a proprietary information technology (IT) platform to an open IT operating environment.

The SBSS system modernization yielded immediate and significant IT operational cost reductions and provided an important foundation for achieving Air Force logistics system consolidation and cloud computing objectives going forward.

The SBSS modernization experience should be useful in assisting similar data system software modernization efforts.

Corporate marketing is a marketing and management paradigm which synthesises practical and theoretical insights from corporate image and reputation, corporate identity, corporate communications and corporate branding, among other corporate‐level constructs. The purpose of this paper is to explain the nature and relevance of corporate marketing and to detail the antecedents of the territory.

Via the adoption of a quadrivium; a traditional classical approach to the acquisition of knowledge, the paper shows how organisations can be faced by Apocalyptical scenarios through a failure to accord sufficient attention to one or more dimensions of the corporate marketing mix; explains why the emergence of corporate level constructs such as corporate image, identity, branding communications and reputation represents, both individually and collectively, the Advent of corporate marketing; details the various integrative initiatives in corporate design, corporate communications and identity studies which, together with the incremental augmentation of the marketing philosophy, find their natural dénouement in the Epiphany of corporate marketing; and describes the 6Cs of the corporate marketing mix and reflects on possible future directions in organisational marketing.

The paper reveals the efficacy of adopting an organisation‐wide corporate marketing philosophy to management decision makers and scholars.

Drawing on the marketing/management theory of identity alignment policy the paper accords attention to each dimension of the corporate marketing mix and ensures that they are in meaningful as well as in dynamic alignment.

The practical utility of corporate marketing is explicated by making reference to case vignettes, and various marketing and non‐marketing literatures.

Marketing has attracted increased interested over the past 15 years in both academic and commercial circles and there has been a market rise in the number of students. At the university level, the characteristics of the teacher play an essential role in student/teacher interaction and influence academic results and future professional success. This influence is revealed in three main areas: the choice of subjects, teaching media and teaching methods. The purpose of this paper is to identify the most commonly found marketing teacher profile and the differences among marketing teachers with respect to the marketing subjects that they impart and the media and methods that they use.

International research was carried out among 135 marketing teachers from universities in Europe and the USA. The AMS directory was used. Respondents were representative of the research‐active marketing academic community. The Z‐test was used to contrast the hypotheses. To answer the research questions, χ² method was used to analyse significant differences between the different groups (male/female; old/young; expert/unexperienced; PhD/master degree/bachelor degree).

With the exception of age, no significant differences have been identified in marketing teacher profiles between North American and European universities. The most common marketing lecturer profile is that of a man, over 35 years old, with more than 15 years of experience, and with a PhD degree.

The paper presents some interesting results with regard to marketing subjects, teaching media and teaching methods that marketing lecturers select according to their gender, age, years of experience, and degree of training.