Cultural Heritage Marketing
A Relationship Marketing Approach to Conservation Services
Authors: Parowicz, Izabella
Free Preview- Begins with a discussion on the applicability of marketing in the area of heritage conservation
- Seeks to identify the behavioral traits of those involved in the heritage conservation service, to better understand the social aspects of marketing
- Outlines how heritage conservation services can be designed and optimised from an organisational perspective
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- About this book
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Providing an overview of the marketing principles and tools that pertain to the area of heritage conservation services, this book combines research and practice to offer an alternative to the classical transactional marketing approach. Instead, the author argues for the relationship marketing approach, promoted and adopted by the Nordic School of Service Marketing. Offering a startlingly rare, but logical and practical marketing approach, this book also provides food for thought for academics dealing with managerial and marketing aspects in the field of cultural heritage and cultural heritage services.
- About the authors
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Izabella Parowicz currently works at the Chair of Strategies for European Cultural Heritage, Europa-Universität Viadrina in Frankfurt (Oder), Germany. Izabella researches arts administration, behavioural economics and managerial economics.
- Table of contents (6 chapters)
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Introduction
Pages 1-21
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Bringing Marketing into Heritage Conservation Services
Pages 23-48
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Characteristics of Heritage Conservation Services
Pages 49-80
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Customers, Employees and Communication
Pages 81-114
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Processes and Scenarios
Pages 115-135
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Table of contents (6 chapters)
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Bibliographic Information
- Bibliographic Information
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- Book Title
- Cultural Heritage Marketing
- Book Subtitle
- A Relationship Marketing Approach to Conservation Services
- Authors
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- Izabella Parowicz
- Copyright
- 2019
- Publisher
- Palgrave Pivot
- Copyright Holder
- The Editor(s) (if applicable) and The Author(s)
- eBook ISBN
- 978-3-030-00287-9
- DOI
- 10.1007/978-3-030-00287-9
- Hardcover ISBN
- 978-3-030-00286-2
- Edition Number
- 1
- Number of Pages
- XVII, 158
- Number of Illustrations
- 13 b/w illustrations
- Topics