Corporate Heritage Marketing Using the Past As a Strategic Asset |
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| Author:
| Riviezzo, Angelo
Garofano, Antonella
Napolitano, Maria Rosaria |
| Series title: | Routledge Studies in Marketing Ser. |
| ISBN: | 978-1-000-39063-6 |
| Publication Date: | May 2021 |
| Publisher: | Taylor & Francis Group
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| Imprint: | Routledge |
| Book Format: | Digital (delivered electronically) |
| List Price: | USD $49.99USD $200.00USD $200.00 |
Book Description:
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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.
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.