Corporate Heritage Marketing: Using the Past as a Strategic Asset
PrefaceThe companies investigatedAlbergianAmarelliAscioneBirra PeroniConfetti PelinoE. MarinellaFabbriFilippo CatarziFondazione Banco di NapoliFratdli Branca DistillerieGuzzini GroupLanificio Fratelli PiacenzaMartini & RossiMontegrappaPiaggio GroupPirelliPoli DistillerieSocietà Reale Mutua di AssicurazioniStrega AlbertiTela UmbraHeritage marketing A strategy of stakeholder engagementMarketing: origins and development of the disciplineThe critical success factors to compete in complexityConsumption in postmodern societyFrom marketing to societingHeritage: origins and evolution of the constructCultural heritage as a source of shared identityCorporate heritage as an anchor in postmodernityHeritage marketing A dual analytical perspectiveHeritage marketing as response to new market challengesThe experiential and aesthetic dimensionsThe tribal dimension and the search for authenticityThe ethical dimension of consumptionHeritage marketing as affirmation of organisational identity and cultureHistory and memory: sourced in the pastFrom past to future: culture and identityThe strategic process of heritage marketingThe heritage marketing processAuditing: identifying the main narrative themesVisioning: defining narrative targets and objectivesManaging: narrative development and managementReferencesThe tools of heritage marketingThe heritage marketing mixNarrating through words, images and soundNarrating through products and brandsNarrating through placesNotesReferences
