Cultural Heritage Marketing: A Relationship Marketing Approach to Conservation Services
Author:   Izabella Parowicz
Publisher:   Springer Nature Switzerland AG
Edition:   2019 ed.
ISBN:  

9783030002862


Pages:   158
Publication Date:   07 November 2018
Format:   Hardback
Availability:   Manufactured on demand   Availability explained
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Cultural Heritage Marketing: A Relationship Marketing Approach to Conservation Services


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Overview

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.

Full Product Details

Author:   Izabella Parowicz
Publisher:   Springer Nature Switzerland AG
Imprint:   Springer Nature Switzerland AG
Edition:   2019 ed.
Weight:   0.454kg
ISBN:  

9783030002862


ISBN 10:   3030002861
Pages:   158
Publication Date:   07 November 2018
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand   Availability explained
We will order this item for you from a manufactured on demand supplier.

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.

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Author Information

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. 

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