Historical marketing is in Germany a relatively new branch of the public work, which in the last years strengthened by enterprises one uses, in order to maintain ground opposite competitors. The own past in form of enterprise history is understood here as marketing resources and used as profitably as possible as Distinktionsmerkmal in relation to other enterprises.

The current products, services and resources in the context of firm history of many years are represented and are to set such a positive emotion potential free. At the same time the reference to the long tradition is used as proof for authority promises.

In the center the interface between enterprise history and its market-focused communication is located. Thus enterprise history becomes part of enterprise communication.

Disputed is however, which can use enterprise historical marketing. A condition is a minimum of business documentation, which makes a processing of history only possible at all. Also handling possibly existing dark chapters remains problematic in enterprise history. In the last years however a more offensive processing of negative tradition existence became generally accepted also here, so for instance with Volkswagen.

Already one practices to historical marketing as marketing philosophy in the USA and in Great Britain for some decades. Historians and journalists united there to historical offices and in firm historiography specialized. Since end of the 1990er is years also in the German linguistic area an increasing number of historical Dienstleister actively, which write enterprises historically in an advisory manner, Firmenbiographien and care for archives.

In the stress of individual history and resources historical marketing exhibits a proximity to the resource-oriented beginning in the context of the management.

Literature

• Michael the firm anniversary as marketing instrument, Ueberreuter economics, 2000, ISBN 3832306196
• Schug, Alexander, History marketing. A manual to handling history in enterprises. Bielefeld 2003. ISBN 3-89942-161-2
• Janssen, Philip/Krawietz, Marian, '' history as capital '', in: Press speaker, 05/2004, P. 26-28.
• Runia, Peter, Marketing: Process and practice-oriented introduction, Munich 2005

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