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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781138833555
· 쪽수 : 346쪽
· 출판일 : 2017-03-14
목차
List of figures
List of tables
List of contributors
Introduction to corporate heritage: foundations and principles
John M. T. Balmer
SECTION 1
Corporate heritage and corporate heritage identities: insights from monarchies
1 Corporate heritage identities, corporate heritage brands and the multiple heritage identities of the British Monarchy
John M. T. Balmer
2 Scrutinising the British Monarchy: the corporate brand that was shaken, stirred and survived
John M. T. Balmer
SECTION 2
Corporate heritage connoisseurship: key concepts and theories
3 Corporate heritage, corporate heritage marketing, and total corporate heritage communications: What are they? What of them?
John M. T. Balmer
4 Repertoires of the corporate past: explanation and framework: introducing an integrated and dynamic perspective
Mario Burghausen and John M. T. Balmer
5 Corporate heritage brands: Mead’s theory of the past
Bradford T. Hudson and John M. T. Balmer
SECTION 3
Corporate heritage identity stewardship and corporate heritage tourism brand attractiveness
6 Corporate heritage identity stewardship: a corporate marketing perspective
Mario Burghausen and John M. T. Balmer
7 Corporate heritage tourism brand attractiveness and national identity
John M. T. Balmer and Weifeng Chen
SECTION 4
Corporate heritage and family businesses
8 Contrasting cases of corporate heritage-in-use: vibrant versus latent approaches
Dale Miller, Bill Merrilees and Holly Cooper
9 Family heritage in corporate heritage branding: opportunities and risks
Olof Brunninge
SECTION 5
Corporate heritage image, management and inheritance
10 Approaches to corporate heritage brand management: the cases of Cunard and Ritz Carlton
Bradford T. Hudson
11 Corporate heritage or corporate inheritance: a French perspective
Fabien Pecot and Virginie de Barnier
12 Corporate image heritage: a customer view of corporate heritage
Anne Rindell
Index
