History marketing
History Marketing ( History Marketing ) is a branch of public relations , which is intensified since the mid-1990s, used by companies. The own past in the form of the company's history is understood as a marketing resource and used as profitably as possible as a distinguishing feature compared to other companies.
The current products , services and resources are presented in the context of the company's long history and should thus release positive emotional potential. At the same time, the reference to the long tradition is used as evidence of competence promises.
The focus is on the interface between the company's history and its market-oriented communication. The company's history thus becomes part of corporate communication .
However, it is controversial which companies can use history marketing. A prerequisite is a minimum of entrepreneurial documentation, which makes it possible to come to terms with the history in the first place. Dealing with any dark chapters in the company's history also remains problematic. In recent years, however, there has also been a more aggressive approach to dealing with negative traditions, for example at Volkswagen . In the meantime, it has emerged as the standard to clearly address, for example, entanglements in the Nazi era. An offensive handling of market-oriented company history in the sense of history marketing is the prerequisite for being able to communicate credibly on the market.
History marketing as a marketing philosophy has been practiced in the USA and Great Britain since the 1970s. Historians and journalists have come together to form history offices and specialize in company history. Since the end of the 1990s, an increasing number of historical service providers have also been active in the German-speaking region, advising companies on history, writing company biographies and looking after archives.
By emphasizing individual history and resources, history marketing shows a proximity to the resource-oriented approach in the context of corporate management .
See also
literature
- Christian Michalowski: Value-oriented corporate management. History Marketing and its areas of influence , VDM Verlag Dr. Müller, 2007, ISBN 978-3-8364-1227-8
- Brückner Michael: The company anniversary as a marketing instrument , Ueberreuter Wirtschaft, 2000, ISBN 3832306196
- Alexander Schug : History marketing. A guide to dealing with history in companies , Bielefeld 2003. ISBN 3-89942-161-2
- Philip Janssen, Marian Krawietz: History as Capital (PDF file; 1.8 MB), in: Presses spokesman, 05/2004, pp. 26–28.
- Peter Runia: Marketing: A process and practice-oriented introduction , Munich 2005
- Nicolai O. Herbrand, Stefan Röhrig (ed.): The importance of tradition for brand communication. Concepts and instruments for the holistic exploitation of the success potential of brand history , Verlag Edition Neues Fachwissen GmbH, ISBN 3-9811220-0-3 (Editor's contribution: History Management (PDF; 976 kB) )
- Mike Seidensticker: Advertising with a story. Aesthetics and rhetoric of the historical , Böhlau, Cologne a. a. 1995. ISBN 3-412-03795-8
- Klaus Nannen: Economy, History and Historical Culture. An investigation into the marketing and promotion of history by German companies , LIT-Verlag, Münster 2009. ISBN 978-3-643-10562-2