The book is a collection of papers and research proposals accepted and presented at the ESU 2019 CONFERENCE AND DOCTORAL PROGRAMME ON ENTREPRENEURSHIP. The Conference has been organized by the University of Sannio, in partnership with the University of Naples Parthenope and the University of Campania Luigi Vanvitelli, and it was held in Naples (Italy) from the 8th to the 14th of September 2019.
Heritage marketing has become a powerful communication strategy with tangible and intangible benefits for companies in terms of identity, solidity, trust building, preservation of memory, promotion of products traditionally rooted in a specific area. This paper aims at analysing the heritage marketing strategies of two Italian agri-food companies: Strega Alberti (Campania) and Distilleria Varnelli (Marche Region) also for understanding their potential contribution to the development of rural areas.
Corporate museums, heritage marketing and rural development: cases from Italy Proceedings of the ESU 2019 conference and doctoral programme on entrepreneurship (Naples, 8-14 September 2019)
Tomasi, S.;Ferrara, C.
2019-01-01
Abstract
Heritage marketing has become a powerful communication strategy with tangible and intangible benefits for companies in terms of identity, solidity, trust building, preservation of memory, promotion of products traditionally rooted in a specific area. This paper aims at analysing the heritage marketing strategies of two Italian agri-food companies: Strega Alberti (Campania) and Distilleria Varnelli (Marche Region) also for understanding their potential contribution to the development of rural areas.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
