كتاب إلكتروني
Corporate Heritage Marketing : Using the Past As a Strategic Asset
| العنوان: | Corporate Heritage Marketing : Using the Past As a Strategic Asset |
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| الوصف: | 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. |
| المؤلفون: | Angelo Riviezzo, Antonella Garofano, Maria Rosaria Napolitano |
| نوع المادة: | eBook. |
| الموضوعات: | Marketing--Italy, Cultural property--Italy--Marketing |
| تصنيفات: | BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / General, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Marketing / Direct, BUSINESS & ECONOMICS / Marketing / Industrial, BUSINESS & ECONOMICS / International / Marketing, BUSINESS & ECONOMICS / Marketing / Multilevel, BUSINESS & ECONOMICS / Marketing / Research, BUSINESS & ECONOMICS / Public Relations, BUSINESS & ECONOMICS / Industries / Retailing |
| قاعدة البيانات: | eBook Index |
| ردمك: | 9780367764951 9780367764999 9781000390636 9781000390704 9781003167259 |
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