Corporate Heritage Marketing

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Corporate Heritage Marketing

Angelo Riviezzo,Antonella Garofano,Maria Rosaria Napolitano
Corporate Heritage Marketing Book PDF

Author : Angelo Riviezzo,Antonella Garofano,Maria Rosaria Napolitano
Publisher : Routledge
Page : 181 pages
File Size : 50,5 Mb
Release : 2021-05-30
Category : Business & Economics
ISBN : 9781000390704

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Corporate Heritage Marketing by Angelo Riviezzo,Antonella Garofano,Maria Rosaria Napolitano Pdf

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.

Heritage Marketing

Shashi Misiura
Heritage Marketing Book PDF

Author : Shashi Misiura
Publisher : Routledge
Page : 298 pages
File Size : 42,7 Mb
Release : 2006
Category : Antiques & Collectibles
ISBN : 9780750663182

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Heritage Marketing by Shashi Misiura Pdf

This textbook systematically addresses the principles of marketing as applied to the heritage sector. Chapters cover an introduction to heritage marketing, environmental factors, markets segmentation and target marketing in the heritage industry, and company heritage marketing.

Cultural Heritage Marketing

Izabella Parowicz
Cultural Heritage Marketing Book PDF

Author : Izabella Parowicz
Publisher : Springer
Page : 158 pages
File Size : 53,5 Mb
Release : 2018-10-25
Category : Business & Economics
ISBN : 9783030002879

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Cultural Heritage Marketing by Izabella Parowicz Pdf

Providing an overview of the marketing principles and tools that pertain to the area of heritage conservation services, this book combines research and practice to offer an alternative to the classical transactional marketing approach. Instead, the author argues for the relationship marketing approach, promoted and adopted by the Nordic School of Service Marketing. Offering a startlingly rare, but logical and practical marketing approach, this book also provides food for thought for academics dealing with managerial and marketing aspects in the field of cultural heritage and cultural heritage services.

Foundations of Corporate Heritage

John M. T. Balmer
Foundations of Corporate Heritage Book PDF

Author : John M. T. Balmer
Publisher : Taylor & Francis
Page : 324 pages
File Size : 46,9 Mb
Release : 2017-03-16
Category : Business & Economics
ISBN : 9781317563969

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Foundations of Corporate Heritage by John M. T. Balmer Pdf

Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance – and challenges – of corporate heritage formation and management. This scholarly but accessible anthology includes seminal articles on the territory and also includes five new contributions with questions for study and reflection with students on executive/taught courses in mind. With contributions from the leading international experts in corporate heritage, this book examines the research foundations of the area and applications in practice. It will be important supplementary reading for students, practitioners and specialists in corporate marketing brand management and marketing communications, as well as tourism, hospitality and heritage studies.

Marketing Heritage

Yorke Rowan,Uzi Baram
Marketing Heritage Book PDF

Author : Yorke Rowan,Uzi Baram
Publisher : Rowman Altamira
Page : 329 pages
File Size : 40,9 Mb
Release : 2004-09-01
Category : Social Science
ISBN : 9780759115378

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Marketing Heritage by Yorke Rowan,Uzi Baram Pdf

What are the implications of mass tourism and globalization for the field of archaeology? How does this change popular understandings of the past? Increasingly archaeological sites worldwide are being commodified for a growing tourist trade. At best, expansion of programs can aid in the protection and historic preservation of sites and strenghten community identities. However, unchecked commercial development may undermine the integrity of these same sites, replacing local interests with corporate ones, economically and culturally. Within this volume, original case studies from well-known sites in Cambodia, Israel, England, Mexico, and North America are presented to address the complex interaction between archaeology and nationalist, political, and commercial policies. This book should appeal to archaeologists, applied anthropologists, tourism and economic development specialists, and historic preservationists alike, as well others with an interest in the preservation of archaeological sites as historic locales.

Marketing Opportunities and Challenges in a Changing Global Marketplace

Shuang Wu,Felipe Pantoja,Nina Krey
Marketing Opportunities and Challenges in a Changing Global Marketplace Book PDF

Author : Shuang Wu,Felipe Pantoja,Nina Krey
Publisher : Springer Nature
Page : 701 pages
File Size : 46,7 Mb
Release : 2020-06-15
Category : Business & Economics
ISBN : 9783030391652

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Marketing Opportunities and Challenges in a Changing Global Marketplace by Shuang Wu,Felipe Pantoja,Nina Krey Pdf

This proceedings volume explores marketing opportunities and challenges that exist in the current, fast-changing landscape of the global marketplace. Current global issues such as the rising middle class in emerging markets, disruptive technological breakthroughs, big data analytics, changing consumer habits and concerns over national trade policies have renewed ethical concerns around consumer privacy and the tools companies use to operate, market to, connect and build a relationship with their customers. Featuring the full proceedings from the 2019 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, this book explores and assess the rate of change that drives companies to evaluate and adapt their marketing strategies to remain competitive. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

The Oxford Handbook of Luxury Business

Pierre-Yves Donzé,Véronique Pouillard,Joanne Roberts
The Oxford Handbook of Luxury Business Book PDF

Author : Pierre-Yves Donzé,Véronique Pouillard,Joanne Roberts
Publisher : Oxford University Press
Page : 649 pages
File Size : 53,8 Mb
Release : 2022
Category : Business & Economics
ISBN : 9780190932220

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The Oxford Handbook of Luxury Business by Pierre-Yves Donzé,Véronique Pouillard,Joanne Roberts Pdf

This innovative volume brings together contributions from leading experts in the study of luxury to present the full range of perspectives on luxury business, from a variety of social science approaches. Topics include conceptual foundations and the evolution of the luxury industry; the production of luxury goods; luxury branding and marketing; distributing luxury; globalization and markets; and issues of morality, inequality, and environmental sustainability. The Oxford Handbook of Luxury Business is a necessary resource for all students and researchers of the field as well as for forward-thinking industry professionals.

Corporate Responsibility for Cultural Heritage

Fiona Starr
Corporate Responsibility for Cultural Heritage Book PDF

Author : Fiona Starr
Publisher : Routledge
Page : 239 pages
File Size : 41,5 Mb
Release : 2013-01-17
Category : Architecture
ISBN : 9781135135829

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Corporate Responsibility for Cultural Heritage by Fiona Starr Pdf

This book examines the relationship between two divergent fields – corporate activity and heritage conservation – linking the financing of conservation and its benefits with the corporate social responsibility (CSR) goals of the private sector. Through discussion of physical conservation, benefits to heritage site visitors, sustainable development impacts, and corporate benefits such as improved reputation, this book outlines the shared value of corporate support for cultural heritage sites, and encourages financial and in-kind support for conservation and responsible activity by the private sector. Providing a convincing commercial rationale for CSR managers to engage with cultural heritage sites, this book suggests how companies may reap the benefits of CSR for heritage. Author Fiona Starr offers advice for companies looking to specialize in a unique CSR endeavor, especially those looking to engage with emerging markets. The book also provides useful strategies for heritage managers to attract CSR and financial support, offering new look at the financing of heritage conservation at both international and local levels and providing a new approach to the future of financing of cultural heritage conservation

Sustainable Marketing of Cultural and Heritage Tourism

Deepak Chhabra
Sustainable Marketing of Cultural and Heritage Tourism Book PDF

Author : Deepak Chhabra
Publisher : Routledge
Page : 253 pages
File Size : 45,7 Mb
Release : 2010-04-19
Category : Business & Economics
ISBN : 9781136997402

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Sustainable Marketing of Cultural and Heritage Tourism by Deepak Chhabra Pdf

Cultural attractions play an important role in tourism at all levels, and attract huge numbers of tourists interested in heritage and the arts. Cultural Heritage Tourism has positive economic and social impacts but can also have negative impacts on communities and regions. This book draws together and links ideas of tourism from sustainable marketing perspectives and embeds it within a heritage management setting. Through a discussion and analysis of existing literature and practices this book aims to propose a marketing strategy framework grounded in sustainable principles that can be used to sustain and preserve the authenticity of cultural heritage for future generations, whilst appealing to the suppliers, the regulators, and the consumers. The book first explains the dynamics of cultural heritage with its authenticity underpinnings, marketing, and tourism, and proposes a strategic praxis drawn from core sustainable principles. This is followed by a pragmatic examination of the proposed framework from the shaper’s (provider’s) perspective. The material presented in this book is not merely an agglomeration of documented secondary research, but the theoretical concepts are grounded in empirical research and interactive discussions with students and the travel and tourism industry. A variety of heritage institutions across the globe are used as starting points to test the applicability of the proposed paradigm: these include museums, historic house museums, heritage hotels/resorts, festivals, and heritage merchandize. This is a timely offering to a growing and vibrant area of research; what is most pertinent is that it is a thorough and fresh take on the topic with primary research included. It will find a place in student materials for a variety of courses and it should be read by practicing academics and researchers.

Foundations of Corporate Heritage

John M. T. Balmer
Foundations of Corporate Heritage Book PDF

Author : John M. T. Balmer
Publisher : Routledge
Page : 350 pages
File Size : 45,6 Mb
Release : 2017-03-16
Category : Business & Economics
ISBN : 9781317563952

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Foundations of Corporate Heritage by John M. T. Balmer Pdf

Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance – and challenges – of corporate heritage formation and management. This scholarly but accessible anthology includes seminal articles on the territory and also includes five new contributions with questions for study and reflection with students on executive/taught courses in mind. With contributions from the leading international experts in corporate heritage, this book examines the research foundations of the area and applications in practice. It will be important supplementary reading for students, practitioners and specialists in corporate marketing brand management and marketing communications, as well as tourism, hospitality and heritage studies.

Quantitative Marketing and Marketing Management

Adamantios Diamantopoulos,Wolfgang Fritz,Lutz Hildebrandt
Quantitative Marketing and Marketing Management Book PDF

Author : Adamantios Diamantopoulos,Wolfgang Fritz,Lutz Hildebrandt
Publisher : Springer Science & Business Media
Page : 627 pages
File Size : 50,6 Mb
Release : 2013-01-31
Category : Business & Economics
ISBN : 9783834937223

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Quantitative Marketing and Marketing Management by Adamantios Diamantopoulos,Wolfgang Fritz,Lutz Hildebrandt Pdf

Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies published in leading journals as well as by the many successful applications of quantitative approaches in pricing, advertising, new product planning, and market segmentation decisions. In addition, market research has clearly benefitted from applying advanced quantitative models and methods in practice. Some 60 researchers – among them worldwide leading scholars – offer a broad overview of quantitative approaches in marketing. They not only highlight diverse mathematical and methodological perspectives, but also demonstrate the relevance and practical consequences of applying quantitative approaches to marketing problems.

Start With the Future and Work Back

Bruce Weindruch
Start With the Future and Work Back Book PDF

Author : Bruce Weindruch
Publisher : Rowman & Littlefield
Page : 197 pages
File Size : 47,6 Mb
Release : 2016-04-18
Category : Business & Economics
ISBN : 9780761867562

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Start With the Future and Work Back by Bruce Weindruch Pdf

Start With the Future and Work Back: A Heritage Management Manifesto is a lively, often amusing, but seriously perceptive take on the business of history and the history of business. The book explores The History Factory’s role in creating and shaping the global heritage management industry, drawing on its work with a broad array of corporations and the original business characters the firm has served since its founding in 1979. At its heart, the book is a 21st century survey of innovative business leadership that builds on the stories of courageous leaders at corporations willing to dig deeply into their inventory of experiences to support authentic communications, establish credible brand positioning, and improve employee retention and recruitment. Iconic examples of inside-out business positioning using heritage range from the sartorial remake of Brooks Brothers to stories of innovation told by company employees at Subaru; from New Balance’s immersive global headquarters exhibit that aptly conveys its dynamic culture to the creation and maintenance of the Wrigley archive. The book makes a powerful case for the brand value of applying corporate heritage for companies seeking to grow and remain relevant in a competitive, global economy.

Rethinking Business Anthropology

Alf H. Walle
Rethinking Business Anthropology Book PDF

Author : Alf H. Walle
Publisher : Routledge
Page : 235 pages
File Size : 49,5 Mb
Release : 2017-09-08
Category : Business & Economics
ISBN : 9781351277266

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Rethinking Business Anthropology by Alf H. Walle Pdf

Qualitative methods of business research are emerging as vital tools. Business anthropology is at the heart of this movement. Although many recent books provide nuts-and-bolts advice regarding the field, Rethinking Business Anthropology: Cultural Strategies in Marketing and Management discusses the intellectual traditions from which the discipline has emerged and how this heritage opens up new vistas for business research. Gaining these broader perspectives is essential as business anthropologists transcend being mere research technicians and seek to influence organizational policies and strategies. Opening chapters deal with the current status of the field and its relationship to ecological and cultural sustainability. This is followed by discussions of the intellectual foundations of anthropology and their continued importance to business anthropology. An array of chapters provides illustrative applications of business anthropology in order to demonstrate the field's unique and powerful potentials within both scholarly and practitioner research. The book concludes with a discussion of the role of business anthropologists in dealing with indigenous people, rural populations, and cultural enclaves. Increasingly, businesses seek to connect with such communities even though mainstream leaders and negotiators often lack the skills necessary to effectively do so. Business anthropologists, with their dual background in business and cultural diversity are poised to excel in this capacity. An appendix by Robert Tian, editor of the International Journal of Business Anthropology, provides a useful overview of the field as it now exists. As business anthropology comes of age, this timely monograph provides the perspectives needed for the growth and further development of the field and those who work within it. Excellent for the professional bookshelf and as a textbook.

The Routledge Companion to Corporate Branding

Oriol Iglesias,Nicholas Ind,Majken Schultz
The Routledge Companion to Corporate Branding Book PDF

Author : Oriol Iglesias,Nicholas Ind,Majken Schultz
Publisher : Routledge
Page : 706 pages
File Size : 51,8 Mb
Release : 2022-04-28
Category : Business & Economics
ISBN : 9781000573602

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The Routledge Companion to Corporate Branding by Oriol Iglesias,Nicholas Ind,Majken Schultz Pdf

This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.

Cultural and Heritage Tourism and Management

Tammie J. Kaufman
Cultural and Heritage Tourism and Management Book PDF

Author : Tammie J. Kaufman
Publisher : Business Expert Press
Page : 128 pages
File Size : 53,8 Mb
Release : 2018-06-26
Category : Business & Economics
ISBN : 9781631576034

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Cultural and Heritage Tourism and Management by Tammie J. Kaufman Pdf

The tourism industry continues to evolve as people’s interests have changed. There has been a shift in the type of experiences sought when people travel. One of the reasons behind this is the desire for travelers to be more engaged as they travel and get to know a community through their culture and heritage. Tourists are craving authenticity. In an environment of chain restaurants, hotels, and stores people are seeking the differences of what communities offer. This book will be a guide to how a community can sustainably develop their cultural and tourism resources in order to attract and retain the sought-after cultural and heritage tourist.