M. Montemaggi e F. Severino, Heritage marketing. La storia dell’impresa italiana come vantaggio competitivo Milano, Franco Angeli, 2007, pp. 159, € 18,00 Review by Vittore Armanni
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The authors of this book deal with the introduction of heritage marketing techniques in the business of the Italian enterprises as an instrument to valorize business history through the creation of business archives and museums. The theoretical and practical approach proposed by the authors suffers their inadequate awareness of the sense and the complexity of business culture, reducing the method to the mechanical application of questionable and culturally inadequate procedures and solutions.