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Cultural Heritage Marketing

A Relationship Marketing Approach to Conservation Services

Authors: Parowicz, Izabella

  • 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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eBook 44,02 €
price for Spain (gross)
  • ISBN 978-3-030-00287-9
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 57,19 €
price for Spain (gross)
  • ISBN 978-3-030-00286-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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.

About the authors

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)

  • Introduction

    Parowicz, Izabella

    Pages 1-21

    Preview Buy Chapter 30,19 €
  • Bringing Marketing into Heritage Conservation Services

    Parowicz, Izabella

    Pages 23-48

    Preview Buy Chapter 30,19 €
  • Characteristics of Heritage Conservation Services

    Parowicz, Izabella

    Pages 49-80

    Preview Buy Chapter 30,19 €
  • Customers, Employees and Communication

    Parowicz, Izabella

    Pages 81-114

    Preview Buy Chapter 30,19 €
  • Processes and Scenarios

    Parowicz, Izabella

    Pages 115-135

    Preview Buy Chapter 30,19 €

Buy this book

eBook 44,02 €
price for Spain (gross)
  • ISBN 978-3-030-00287-9
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 57,19 €
price for Spain (gross)
  • ISBN 978-3-030-00286-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Cultural Heritage Marketing
Book Subtitle
A Relationship Marketing Approach to Conservation Services
Authors
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