Cultural Heritage Marketing

A Relationship Marketing Approach to Conservation Services
1. Auflage 2019
ISBN: 978-3-030-00286-2
Verlag: Springer International Publishing

Buch, Englisch, 158 Seiten, HC runder Rücken kaschiert, Format (B × H): 153 mm x 216 mm, Gewicht: 348 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Parowicz, Izabella

Fachgebiete

• Interdisziplinäres Wissenschaften Wissenschaft und Gesellschaft | Kulturwissenschaften Museumskunde, Materielle Kultur, Erinnerungskultur
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1. Introduction. 2. Bringing Marketing into Heritage Conservation Services. 3. Characteristics of Heritage Conservation Services. 4. Customers, Employees and Communication.5. Processes and Scenarios.6. Summary: Commercial Versus Social Marketing of Heritage Conservation Services.

Über Autor(innen)

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.