Corporate Heritage Marketing: Using the Past as a Strategic Asset (Routledge Studies in Marketing)
By: and and
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- Synopsis
- Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy. It aims to propose a new and integrated reading of this marketing strategy, both from a theoretical and a managerial perspective. This book sets out to answer key questions, such as: how is it possible to engage all the company's stakeholders by exploiting corporate heritage? It also aims to discuss the basic principles for achieving a successful marriage between marketing and heritage. By highlighting the results of a research focused on 20 Italian companies, the book proposes a model for the development and implementation of a heritage marketing strategy. The nature of this book, being both theoretical and empirical, can contribute to increasing the curiosity and interest towards heritage marketing of both academics and practitioners.
- Copyright:
- 2021
Book Details
- Book Quality:
- Publisher Quality
- Book Size:
- 98 Pages
- ISBN-13:
- 9781000390636
- Related ISBNs:
- 9780367764999, 9781003167259, 9780367764951
- Publisher:
- Taylor and Francis
- Date of Addition:
- 05/30/21
- Copyrighted By:
- N/A
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
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