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O Patrimã”Nio Enquanto Estratã‰Gia De Marketing

Author

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  • Karla Nazareth-Tissot*

Abstract

No mundo do marketing, um patrimônio familiar com décadas de história pode transformar um produto, justificando sua superioridade perante a concorrência. Da mesma maneira, a utilização de ferramentas mercadológicas podem ser observadas na ativação de um patrimônio cultural. Esta utilização do patrimônio como estratégia de marketing e branding, para conferir autenticidade a bens de consumo, e a utilização de ferramentas do marketing na ativação do patrimônio cultural é o tema de estudo deste ensaio.

Suggested Citation

  • Karla Nazareth-Tissot*, 2016. "O Patrimã”Nio Enquanto Estratã‰Gia De Marketing," Contribuciones a las Ciencias Sociales, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 2016-02, February.
    • Handle: RePEc:erv:coccss:y:2016:i:2016-02:14
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