Corporate Heritage Marketing: Using the Past as a Strategic Asset (Routledge Studies in Marketing)

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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:
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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