| Description |
1 online resource (121 p.) |
| Series |
Routledge Studies in Marketing Ser |
|
Routledge Studies in Marketing Ser
|
| Contents |
Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- 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 -- Index |
| Notes |
Description based upon print version of record |
| Form |
Electronic book
|
| Author |
Garofano, Antonella
|
|
Napolitano, Maria Rosaria
|
| ISBN |
9781000390636 |
|
1000390632 |
|
