Cultural heritage marketing : a relationship marketing approach to conservation services
Author(s)
Bibliographic Information
Cultural heritage marketing : a relationship marketing approach to conservation services
（Palgrave pivot）
Palgrave Macmillan, c2019
Available at / 3 libraries
-
No Libraries matched.
- Remove all filters.
Note
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of Contents
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.
by "Nielsen BookData"