Corporate Heritage Marketing : Using the Past as a Strategic Asset Paperback / softback
by Angelo Riviezzo, Antonella Garofano, Maria Rosaria Napolitano
Part of the Routledge Studies in Marketing series
Paperback / softback
Description
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.
Information
-
Only a few left - usually despatched within 24 hours
- Format:Paperback / softback
- Pages:98 pages, 2 Line drawings, black and white; 2 Illustrations, black and white
- Publisher:Taylor & Francis Ltd
- Publication Date:31/05/2021
- Category:
- ISBN:9780367764999
Other Formats
- PDF from £33.29
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£36.99
£33.79
Information
-
Only a few left - usually despatched within 24 hours
- Format:Paperback / softback
- Pages:98 pages, 2 Line drawings, black and white; 2 Illustrations, black and white
- Publisher:Taylor & Francis Ltd
- Publication Date:31/05/2021
- Category:
- ISBN:9780367764999
