Description
| Product ID: | 9780367764999 |
| Product Form: | Paperback / softback |
| Country of Manufacture: | GB |
| Series: | Routledge Studies in Marketing |
| Title: | Corporate Heritage Marketing |
| Subtitle: | Using the Past as a Strategic Asset |
| Authors: | Author: Angelo Riviezzo, Maria Rosaria Napolitano, Antonella Garofano |
| Page Count: | 98 |
| Subjects: | Sales and marketing, Sales & marketing |
| Description: | Select Guide Rating 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. 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. |
| Imprint Name: | Routledge |
| Publisher Name: | Taylor & Francis Ltd |
| Country of Publication: | GB |
| Publishing Date: | 2021-05-31 |
