This interpretation expands the market orientation to all people and functions that affect a company’s success on the market. The simultaneous consideration of both interpretations, that is marketing a line of equal rights and authority as a corporate philosophy is referred to as “dual management” approach.
An important issue in strategic marketing is how does a company present itself as a whole to the outside world and inward to its employees? This was developed in the 80 years of the concept of corporate identity. The Corporate Identity (CI, corporate identity) with its three aspects of corporate communication (CC) corporate design (CD) and corporate behavior (CB) systematically develop a unified, concise image of the company with external and internal effects.
Visibility: The company is in a consistent look to the outside. These include the operational office equipment including logo, colors, typography and layout specifications (corporate design) as well as a strategically closed perceptible communication policy, with the other elements of the marketing mix of the market should be made accessible (Montero 2010).
The communicated identity (corporate behavior), which is associated with the other components of the CI with a coherent and consistent orientation of the behavior of an organization both internally and externally, leads to a unique and distinctive market presence. If the CI is consistent, the company appears more credible.
这种解释扩大的市场定位和功能，影响一个公司的成功在市场上所有的人。同时考虑两种解释，即营销线的平等权利和权威作为企业理念被称为“双重管理”的方针。
战略营销的一个重要问题是，一家公司如何展示自己作为一个整体向外界和外来的员工呢？这是企业形象的概念在80年代开发的。企业形象（CI，企业形象）与它的三个方面的企业通信（CC），企业形象设计（CD）和企业行为（CB）系统与外部和内部的影响，公司制定了统一的，简洁的形象。
能见度：该公司是在外界一致的外观。这些措施包括操作办公设备，包括徽标，颜色，排版和布局规范（企业形象设计）以及策略性结束可察觉的通信政策，应访问（2010年蒙特罗）的市场营销组合的其他元素。
传达标识（企业行为），这是与其他组件的CI连贯一致的组织内部和外部的行为取向，导致了一个独特的，与众不同的市场占有率。如果CI是一致的，该公司似乎更可信。
