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Corporate Heritage Marketing: Using the Past as a Strategic Asset
Preface
The companies investigated
Albergian
Amarelli
Ascione
Birra Peroni
Confetti Pelino
E. Marinella
Fabbri
Filippo Catarzi
Fondazione Banco di Napoli
Fratdli Branca Distillerie
Guzzini Group
Lanificio Fratelli Piacenza
Martini & Rossi
Montegrappa
Piaggio Group
Pirelli
Poli Distillerie
Società Reale Mutua di Assicurazioni
Strega Alberti
Tela Umbra
Heritage marketing A strategy of stakeholder engagement
Marketing: origins and development of the discipline
The critical success factors to compete in complexity
Consumption in postmodern society
From marketing to societing
Heritage: origins and evolution of the construct
Cultural heritage as a source of shared identity
Corporate heritage as an anchor in postmodernity
Heritage marketing A dual analytical perspective
Heritage marketing as response to new market challenges
The experiential and aesthetic dimensions
The tribal dimension and the search for authenticity
The ethical dimension of consumption
Heritage marketing as affirmation of organisational identity and culture
History and memory: sourced in the past
From past to future: culture and identity
The strategic process of heritage marketing
The heritage marketing process
Auditing: identifying the main narrative themes
Visioning: defining narrative targets and objectives
Managing: narrative development and management
References
The tools of heritage marketing
The heritage marketing mix
Narrating through words, images and sound
Narrating through products and brands
Narrating through places
Notes
References
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