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:
- 9781000390704
- Related ISBNs:
- 9780367764999, 9781003167259, 9780367764951
- Publisher:
- Taylor and Francis
- Date of Addition:
- 05/30/21
- Copyrighted By:
- Angelo Riviezzo, Antonella Garofano and Maria Rosaria Napolitano. The right of Angelo Riviezzo, Antonella Garofano and Maria Rosaria Napolitano to be identified as authors of this work has been asserted by them in accordance with sections
- 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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- by Angelo Riviezzo
- by Antonella Garofano
- by Maria Rosaria Napolitano
- in Nonfiction
- in Business and Finance