Corporate Heritage Marketing: Using the Past as a Strategic Asset

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