ABE-IPSABE HOLDINGABE BOOKS
English Polski
On-line access

Bookstore

0.00 PLN
Bookshelf (0) 
Your bookshelf is empty
Foundations of Corporate Heritage

Foundations of Corporate Heritage

Authors
Publisher Taylor & Francis Ltd
Year 14/03/2017
Pages 346
Version hardback
Readership level Professional and scholarly
Language English
ISBN 9781138833555
Categories Sales & marketing
$229.82 (with VAT)
1 021.65 PLN / €219.04 / £190.15
Qty:
Delivery to United States

check shipping prices
Product to order
Delivery 5-6 weeks
Add to bookshelf

Book description

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. This pioneering volume explores the corporate heritage brand concept from its inception. The articles and Balmer's penetrating commentary provide insights for both managerial and academic audiences interested in advancing their knowledge and understanding of brands. It treats the identification of an organization's brand heritage, how to harness and apply it, and its continued stewardship. The contents encompass heritage in corporate and non-profit entities across different cultures, eras, and industry settings - from monarchies to hotels, from breweries to medicine shops. Balmer, himself a co-creator of "corporate heritage brands", is the most appropriate guide to offer these collected foundations on the nature, value, and use of the concept.


Stephen A. Greyser, Richard P. Chapman Professor Emeritus, Harvard Business School (co-creator, "corporate heritage brands") USA.





Undoubtedly some of richest and most meaningful brands around, corporate heritage brands can also be the most challenging to fully understand and manage. In this scholarly tour de force, John Balmer assembles a fascinating collection of readings notable for their deep insight and sharp practical value.





Kevin Lane Keller, Tuck School of Business, Dartmouth College, USA.





Corporate heritage plays an increasingly significant role in contemporary marketing brandscapes. Representing a type of "living history," heritage brands symbolise continuity as well as awakening nostalgia for times past. This compendium pulls together the most important international scholarship on corporate brand heritage and is a must-read for all those researching and working in this area.


Pauline MacLaran, Professor of Marketing and Consumer Research, Royal Holloway, University of London, UK.

Foundations of Corporate Heritage

Table of contents

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

We also recommend books

Strony www Białystok Warszawa
801 777 223