Corporate Heritage

ISBN-13: 9781138833555 / Angielski / Twarda / 2017 / 324 str.

Opis

Heritage is increasingly recognised to be 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.

O autorze

John M. T. Balmer is Professor of Corporate Marketing at Brunel University Business School London; quondam Professor of Corporate Brand/Identity Management at Bradford University School of Management. He is credited with formally introducing the corporate brand and corporate marketing concepts and co-created the corporate heritage brand concept with Professors Greyser and Urde. His work has been published in leading academic journals. He took his PhD from Strathclyde University in 1996 and his first professorial appointment dates back to 1999 when he was elected to a named chair as Professor of Corporate Identity at Bradford School of Management. Subsequently, he was conferred the title of Professor of Corporate Brand/Identity Management in the same institution in recognition of his pioneering scholarship in these fields. In 2007, he was appointed to a personal chair at Brunel University London where he was bestowed the title Professor of Corporate Marketing. 　These professorial appointments are understood to be the first of their kind. In 2011 he established the International Corporate Heritage Symposium and is its Chairman and Conference Organiser. In 1994 he founded the International Corporate Identity Group (ICIG) and is its Chairman. He is the Director of the Marketing and Corporate Brand Research Group at Brunel University London.