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.
Table of Contents
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
Angelo Riviezzo is Associate Professor of Management at University of Sannio, where he teaches business strategy and strategic marketing. He holds a PhD in management and his main research interests include business longevity, heritage marketing and corporate entrepreneurship. He has authored more than 100 publications.
Antonella Garofano is Assistant Professor of Management at University of Campania "L. Vanvitelli," where she teaches marketing and strategic marketing in graduate and undergraduate programmes. Her main research interests are business longevity, heritage marketing and entrepreneurship. Her work has been published in national and international journals.
Maria Rosaria Napolitano is Full Professor of Management at Parthenope University of Naples, where she teaches service marketing. Her research interests focus on business longevity and cultural heritage, tourism and place marketing and entrepreneurship. She is author and co-author of over 150 publications, including 18 books.