ABSTRACT
This chapter describes the foundational precepts of corporate heritage and explicates the notions of corporate heritage marketing and corporate heritage communications. For instance, in the corporate marketing domain, this has come with a realisation that corporate heritage institutions can, because of their especial provenance, be a peerless corporate asset: an asset that can be highly meaningful to customers and other stakeholders across the generations. Organisations which are endowed with a corporate heritage have an ambient asset. It is an institutional trait which may appreciably contribute to any entity's survival and ongoing success and is of saliency to successive generations of stakeholders. Corporate heritage institutions can be of inestimable value to organisations and to their owners and are profitable along many dimensions. For public sector corporate heritage concerns this is expressed in meeting the goals as set out by the state via its government: a prominent example of this is the Royal Canadian Mounted Police (RCMP).
