000			02708cam a2200253 i 4500
008			201218t20212021enk ob 001 0 eng
010			_a 2020053877
020			_a9780367764951
020			_a9781003167259
020			_a9780367764999
040			_cTBS
050	0	0	_aHF5415.12.I8
082	0	0	_a658.8/02 _223
090			_aInternet Access _bAEU
100	1		_aRiviezzo, Angelo, _eauthor.
245	1	0	_aCorporate heritage marketing : _busing the past as a strategic asset / _cAngelo Riviezzo, Antonella Garofano and Maria Rosaria Napolitano.
300			_a120 pages. _billustrations.
505			_aPreface; 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
520			_aCorporate 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.
650		0	_aMarketing _zItaly
650		0	_aCultural property. _xMarketing _zItaly
942			_2lcc
999			_c3503 _d3503
041			_aEnglish