Corporate Heritage Marketing: Using The Past As A Strategic Asset (Routledge Studies In Marketing)

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.

• | Author: Angelo Riviezzo, Taylor & Francis Group, Antonella Garofano, Maria Rosaria Napolitano
• | Publisher: Routledge
• | Publication Date: May 31, 2021
• | Number of Pages: 120 pages
• | Language: English
• | Binding: Hardcover
• | ISBN-10: 0367764954
• | ISBN-13: 9780367764951