TY  - BOOK
AU  - Riviezzo,Angelo
TI  - Corporate heritage marketing: using the past as a strategic asset 
SN  - 9780367764951
AV  - HF5415.12.I8 
U1  - 658.8/02 23
KW  - Marketing
KW  - Italy
KW  - Cultural property
N1  - 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
N2  - 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
ER  -