marketing: a dynamic relationship -- 2 Motivation -- 3 Perception -- 4 Learning -- 5 Decision making -- 6 Consumer attitudes …

"Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy …. It aims to propose a new and integrated reading of this marketing strategy, both from a theoretical and a managerial … exploiting corporate heritage? It also aims to discuss the basic principles for achieving a successful marriage between marketing …