Marketing of local cultural heritage and corporate museums. A case study

Author/s Marta Maria Montella
Publishing Year 2013 Issue 2012/4
Language Italian Pages 19 P. 33-51 File size 578 KB
DOI 10.3280/MC2012-004004
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This article aims to contribute to studies on the extension of marketing from single cultural assets to the systemic set of place specific cultural heritage spread over the entire local area. To this end, it deals with modeling strategies and policies to optimize the value creatable and focuses on the potential role of corporate museums, analyzing the case of Visitor Centre Martini & Rossi in relation to the actions of place marketing implemented in Piedmont.

Keywords: Cultural heritage, cultural marketing, local area/place, place marketig, corporate museum, network.

Marta Maria Montella, Marketing del cultural heritage territoriale e musei di impresa. Un caso di analisi in "MERCATI E COMPETITIVITÀ" 4/2012, pp 33-51, DOI: 10.3280/MC2012-004004