Corporate Heritage Marketing: Using the Past as a Strategic Asset

Corporate Heritage Marketing provides a theoretical and managerial approach to heritage marketing, discussing how to engage stakeholders and achieve a successful marriage between marketing and heritage. It highlights the results of research on 20 Italian companies and proposes a model for developing and implementing a heritage marketing strategy.

Format: Paperback / softback
Length: 98 pages
Publication date: 31 May 2021
Publisher: Taylor & Francis Ltd

Corporate Heritage Marketing is a comprehensive guide that delves into the creation and execution of a heritage marketing strategy. Its primary objective is to present a fresh and holistic interpretation of this marketing approach, encompassing both theoretical and managerial perspectives.

This book seeks to address crucial questions such as how to effectively engage all stakeholders within a company by leveraging its corporate heritage. It also aims to explore the fundamental principles for achieving a harmonious union between marketing and heritage. By showcasing the findings of a research study conducted on 20 Italian companies, the book presents a comprehensive model for the development and implementation of a heritage marketing strategy.

The unique nature of this book, blending theory and empirical insights, has the potential to pique the curiosity and interest of scholars and practitioners alike in the field of heritage marketing. Its comprehensive coverage and practical insights make it an invaluable resource for anyone seeking to enhance their understanding and effectiveness in this domain.

Weight: 196g
Dimension: 154 x 234 x 22 (mm)
ISBN-13: 9780367764999