Integrated Organizational Communication, Corporate Marketing and Corporate Branding: An Analysis Based on Studies by John Balmer and Margarida Kunsch

Organizations live a marketing and communicative conflict. In addition to the globalized market, there is a consumer demand for cheaper, more accessible and utilitarian products. There is also the expectation of society in general for companies that are more socially responsible, more ecological and more transparent. How to be able to satisfy all these desires in order to still obtain profits is one of the questions that motivates this study. This paper then proposes to present reflections that concern what a current or future corporate marketing policy can be, based on considerations by John MT Balmer crossed with what Margarida Kunsch defends. It is based on the theory of the holistic view, considered by both authors as an appropriate alternative in contemporary times. before their audiences, companies seek to position themselves in order to satisfy each of these desires. But how to do this in order to make a profit To deal with these market impositions, professionals and scholars develop public opinion surveys, internal satisfaction surveys, market assessments and many others, seeking to propose solutions. Among the several axes of Organizational Communication studies within the systemic approach to communication, one of them defends the use of a holistic view. This analysis model understands that the Organization works as a living organism and as such, it is an indecomposable whole. This understanding of reality in integrated totalities understands that each element of a considered field reflects and contains all the dimensions of the field to which it belongs, in a constant, dynamic and paradoxical interrelation. This form of understanding has been debated in various parts of the world since the 1980s. In England this view is defended, for example, through the studies of John M.T. Balmer and in Brazil by Margarida Kunsch.