Corporate heritage marketing using the past as a strategic asset / Angelo Riviezzo, Antonella Garofano and Maria Rosaria Napolitano.
| Author/creator | Riviezzo, Angelo |
| Other author | Garofano, Antonella. |
| Other author | Napolitano, Maria Rosaria. |
| Format | Electronic |
| Publication Info | Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2021. |
| Description | pages cm |
| Supplemental Content | Full text available from Taylor & Francis eBooks |
| Subjects |
| Abstract | "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"-- Provided by publisher. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2020053876 |
| ISBN | 9780367764951 (hardback) |
| ISBN | 9780367764999 (paperback) |
| ISBN | (ebook) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |