Authors:
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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Table of contents (6 chapters)
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Front Matter
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Back Matter
About this book
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.
Authors and Affiliations
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Chair of Strategies for European Cultural Heritage, European University Viadrina, Frankfurt (Oder), Germany
Izabella Parowicz
About the author
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.
Bibliographic Information
Book Title: Cultural Heritage Marketing
Book Subtitle: A Relationship Marketing Approach to Conservation Services
Authors: Izabella Parowicz
DOI: https://doi.org/10.1007/978-3-030-00287-9
Publisher: Palgrave Pivot Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2019
Hardcover ISBN: 978-3-030-00286-2Published: 07 November 2018
eBook ISBN: 978-3-030-00287-9Published: 25 October 2018
Edition Number: 1
Number of Pages: XVII, 158
Number of Illustrations: 13 b/w illustrations
Topics: Marketing, Cultural Heritage, Management, Call Center/Customer Service, Human Resource Management