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Cultural Heritage Marketing

A Relationship Marketing Approach to Conservation Services

  • Izabella¬†Parowicz

Table of contents

  1. Front Matter
    Pages i-xvii
  2. Izabella Parowicz
    Pages 1-21
  3. Izabella Parowicz
    Pages 81-114
  4. Izabella Parowicz
    Pages 115-135
  5. Back Matter
    Pages 155-158

About this book

Introduction

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.

Keywords

Conservation Marketing Management Customer Consumer Behaviour Malta relationship marketing Nordic School of Service Marketing transnational marketing

Authors and affiliations

  • Izabella¬†Parowicz
    • 1
  1. 1.Chair of Strategies for European Cultural HeritageEuropean University ViadrinaFrankfurt (Oder)Germany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-030-00287-9
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2019
  • Publisher Name Palgrave Pivot, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-030-00286-2
  • Online ISBN 978-3-030-00287-9
  • Buy this book on publisher's site
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