ABSTRACT
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.
TABLE OF CONTENTS
section 1|67 pages
Corporate heritage and corporate heritage identities
chapter 2|42 pages
Scrutinising the British Monarchy
section 2|80 pages
Corporate heritage connoisseurship
chapter 3|41 pages
Corporate Heritage, Corporate Heritage Marketing, and Total Corporate Heritage Communications
chapter 4|21 pages
Repertoires of the Corporate Past
section 3|77 pages
Corporate heritage identity stewardship and corporate heritage tourism brand attractiveness
section 4|27 pages
Corporate heritage and family businesses
section 5|42 pages
Corporate heritage image, management and inheritance