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Full Description
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.
Contents
Preface; 1. Heritage marketing: a strategy of stakeholder engagement; 1.1 Introduction; 1.2 Marketing: origins and development of the discipline; 1.3 Heritage: origins and evolution of the construct; 1.4 Heritage marketing: a new academic field; 2. Heritage marketing: a dual analytical perspective; 2.1 Introduction; 2.2 Heritage marketing as response to new market challenges; 2.3 Heritage marketing as affirmation of organisational identity and culture; 2.4 The power of narrative in constructing organisational identity; 3. The strategic process of heritage marketing; 3.1 Introduction; 3.2 The heritage marketing process; 3.3 Auditing: identifying the main narrative themes; 3.4 Visioning: defining narrative targets and objectives; 3.5 Managing: narrative development and management; 3.6 Controlling: evaluating narrative results; 4. The tools of heritage marketing; 4.1. Introduction; 4.2. The heritage marketing mix; 4.3. Narrating through words, images and sound; 4.4. Narrating through products and brands; 4.5. Narrating through places; 4.6. Narrating through celebrations and relationships
