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Corporate Heritage Marketing
- Using the Past as a Strategic Asset
Engelsk
Bogcover for Corporate Heritage Marketing af Maria Rosaria Napolitano, Antonella Garofano, Angelo Riviezzo, 9780367764999
Specifikationer
Sprog:
Engelsk
Sider:
98
ISBN-13:
9780367764999
Indbinding:
Paperback
ISBN-10:
0367764997
Kategori:
Udg. Dato:
31 maj 2021
Størrelse i cm:
15,4 x 23,4 x 2,2
Oplagsdato:
31 maj 2021

Corporate Heritage Marketing

- Using the Past as a Strategic Asset
Engelsk
Paperback 2021
Format:

Bog beskrivelse

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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Specifikationer
Sprog:
Engelsk
Sider:
98
ISBN-13:
9780367764999
Indbinding:
Paperback
ISBN-10:
0367764997
Kategori:
Udg. Dato:
31 maj 2021
Størrelse i cm:
15,4 x 23,4 x 2,2
Oplagsdato:
31 maj 2021
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