Integration of Corporate Communication and MarketingCommunication in Strengthening the Corporate Image of Penta Books,an Import Book Distributor

Abstract

This research investigates the strategic integration of marketing communication and corporate
communication within a leading educational book distribution company in Indonesia, PT. Penta Inti
Edukasi. The research question addresses how these two forms of communication are integrated to support
the company's brand image and strategic objectives. Utilizing in-depth interviews, the study explores the
perceptions and practices of key stakeholders, including the CEO and the marketing team. The findings
reveal that the integration of marketing and corporate communications not only strengthens market
positioning but also enhances relationships with stakeholders. This study provides new insights into the
implementation of integrated communication in the education sector, illustrating how both complement
each other to support educational advancement through high-quality educational material provision. The
conclusion of this study underscores the importance of synergy between marketing narratives and
corporate values in building a sustainable reputation and trust.