Every company has a unique history. When used properly it becomes an asset that companies can leverage for future growth. “History Marketing – Using history as a corporate strategic asset” shows how this is done. The handbook, available in English and Swedish, is based on nearly 50 years of experience at the Centre for Business History in Stockholm.
In 2010, the Centre for Business History in Stockholm published the first Swedish book on “history marketing” , an adapted version of the German researcher Alexander Schug’s 2003 book. We now release a completely new book on the topic, drawing from our accumulated experience over almost 50 years.
“All companies have a unique history. History marketing is when they use it as a strategic asset for their future development. In this book, we show all the possibilities that come from an active and business-oriented use of history,” says the book’s author, Anders Sjöman, VP Communication and Client Assignement at the Centre for Business History in Stockholm.
Filled with cases on uses of history from Swedish and foreign companies, the book also covers the fundamentals of uses of history and presents a process for effective history marketing, developed at the Centre for Business History over the years.
“Of course, the conditions for effective history marketing always improve if it’s based on an organized business archive. We have assisted companies with both things, archiving and storytelling, since our founding in 1974,” says Alexander Husebye, CEO of the Center for Business History.
“History Marketing – Using history as a corporate strategic asset” (Business History Publishing, 2023) is primarily intended for company executives, marketers, communicators, corporate lawyers, HR managers, and all entrepreneurs wondering how history can create value for their specific company.
The book is available in both Swedish and English editions, and can be bought in Swedish book stores and in our own bookshop:
Buy the English edition here:
History Marketing – Using history as a corporate strategic asset
Buy the Swedish edition here:
History Marketing – Företagens historia som strategisk tillgång