The paper examines how the concept of corporate heritage brand management develops, based on a comprehensive review of academic literature on the meaning, components and models of corporate heritage brand management. Specifically, the study unearths the developmental processes from a new...

Conceptual frameworks for “marketing” and “strategy” were developed with the aim of finding common grounds to form a social theory framework for strategic marketing. This was carried out by reviewing and distilling relevant contributions in the marketing and strategy literatures. Models...