UID:
almahu_9949386622102882
Umfang:
1 online resource
ISBN:
9781003167259
,
100316725X
,
1000390632
,
9781000390704
,
1000390705
,
9781000390636
Serie:
Routledge studies in marketing
Inhalt:
"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"--
Weitere Ausg.:
Print version: Riviezzo, Angelo. Corporate heritage marketing Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2021. ISBN 9780367764951
Sprache:
Englisch
Schlagwort(e):
Electronic books.
URL:
https://www.taylorfrancis.com/books/9781003167259
