Corporate Heritage Marketing Using the Past as a Strategic Asset
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- Hardcover
- Taschenbuch
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Form:Einzelkauf Download
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Sprache:Englisch
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eBook Format:ePUB 3
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Fr. 59.90
inkl. gesetzl. MwSt.Beschreibung
Produktdetails
Format
ePUB 3
Kopierschutz
Ja
Family Sharing
Nein
Text-to-Speech
Ja
Erscheinungsdatum
30.05.2021
Verlag
Taylor & Francis eBooksSeitenzahl
120 (Printausgabe)
Auflage
1. Auflage
Sprache
Englisch
EAN
9781000390704
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.
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