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Pocket
Corporate Heritage Marketing
Angelo Riviezzo • Antonella Garofano • Maria Rosaria Napolitano
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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.
- Illustratör: black and white 2 Illustrations 2 Line drawings black and white
- Format: Pocket/Paperback
- ISBN: 9780367764999
- Språk: Engelska
- Antal sidor: 98
- Utgivningsdatum: 2021-05-31
- Förlag: Routledge