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| Author | : Shashi Misiura |
| Publisher | : Routledge |
| Total Pages | : 298 |
| Release | : 2006 |
| Genre | : Antiques & Collectibles |
| ISBN | : 0750663189 |
This textbook systematically addresses the principles of marketing as applied to the heritage sector. Chapters cover an introduction to heritage marketing, environmental factors, markets segmentation and target marketing in the heritage industry, and company heritage marketing.
| Author | : Yorke Rowan |
| Publisher | : Rowman Altamira |
| Total Pages | : 329 |
| Release | : 2004-09-01 |
| Genre | : Social Science |
| ISBN | : 0759115370 |
What are the implications of mass tourism and globalization for the field of archaeology? How does this change popular understandings of the past? Increasingly archaeological sites worldwide are being commodified for a growing tourist trade. At best, expansion of programs can aid in the protection and historic preservation of sites and strenghten community identities. However, unchecked commercial development may undermine the integrity of these same sites, replacing local interests with corporate ones, economically and culturally. Within this volume, original case studies from well-known sites in Cambodia, Israel, England, Mexico, and North America are presented to address the complex interaction between archaeology and nationalist, political, and commercial policies. This book should appeal to archaeologists, applied anthropologists, tourism and economic development specialists, and historic preservationists alike, as well others with an interest in the preservation of archaeological sites as historic locales.
| Author | : Deepak Chhabra |
| Publisher | : Routledge |
| Total Pages | : 253 |
| Release | : 2010-04-19 |
| Genre | : Business & Economics |
| ISBN | : 1136997407 |
The book first explains the dynamics of cultural heritage with its authenticity underpinnings, marketing, and tourism, and proposes a strategic praxis drawn from core sustainable principles.
| Author | : Rosemary Rice McCormick |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2014 |
| Genre | : Cultural property |
| ISBN | : 9781611328776 |
Packed with valuable ideas and case studies to help increase museum visitation and museum store sales, this valuable resource is a must for everyone in the business of connecting people with the cultural wealth of our museums and parks.
| Author | : Izabella Parowicz |
| Publisher | : Springer |
| Total Pages | : 169 |
| Release | : 2018-10-25 |
| Genre | : Business & Economics |
| ISBN | : 303000287X |
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.
| Author | : Angelo Riviezzo |
| Publisher | : Routledge |
| Total Pages | : 181 |
| Release | : 2021-05-30 |
| Genre | : Business & Economics |
| ISBN | : 1000390705 |
Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy. It aims to propose a new and integrated reading of this marketing strategy, both from a theoretical and a managerial perspective. This book sets out to answer key questions, such as: how is it possible to engage all the company's stakeholders by exploiting corporate heritage? It also aims to discuss the basic principles for achieving a successful marriage between marketing and heritage. By highlighting the results of a research focused on 20 Italian companies, the book proposes a model for the development and implementation of a heritage marketing strategy. The nature of this book, being both theoretical and empirical, can contribute to increasing the curiosity and interest towards heritage marketing of both academics and practitioners.
| Author | : Ylva French |
| Publisher | : Routledge |
| Total Pages | : 377 |
| Release | : 2011 |
| Genre | : Art |
| ISBN | : 041561046X |
Visitors to museums, galleries, heritage sites and other not for profit attractions receive their information in changing ways. Communications channels are shifting and developing all the time, presenting new challenges to cultural PR and Marketing teams. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions, as well as providing some of the theory of marketing, provides the latest available case studies coupled with comments and advice from professionals inside and outside the cultural sector to describe the possibilities and outline strategies for the future. A strong theme of change runs through each chapter. The economic climate is already affecting the publicly funded sectors and business and private sponsorship. How will it change over the next few years? The print media is contracting; reading and viewing patterns are changing as online and mobile media grow. What are the trends here, in Europe, US and elsewhere? Sustainability and global warming are not just buzz words but will have a real impact on public and private institutions and their visitor patterns. Population patterns are also changing with new immigrants arriving and the proportion of over 60s increases in Western countries. Cultural tourism has enjoyed a great surge in popularity and huge investments are being made in museums, galleries and events. Marketing and PR play a crucial role in the success of such ventures and will be illustrated with case studies from the UK, US, Canada, Australia, Middle East and China. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions is aimed at students of marketing, museums, culture and heritage as well as professionals working in a range of cultural organisations from small to large and at different stages of market development from new entrants to those offering mature products. This includes museums, galleries, heritage and visitor attractions, community organisations, as well as organisers of festivals, markets, craft fairs and temporary exhibitions.
| Author | : Yorke M. Rowan |
| Publisher | : Rowman Altamira |
| Total Pages | : 334 |
| Release | : 2004 |
| Genre | : Business & Economics |
| ISBN | : 9780759103429 |
Increasingly, archaeological sites worldwide are being commodified for a growing tourism trade. At best, expansion of programs can aid in the protection and historic preservation of sites and strengthen community identities. However, unchecked commercial development may undermine the economic and cultural integrity of these same sites, replacing local interests with corporate ones. In this volume, original case studies from well-known sites in Cambodia, Israel, England, Mexico, and the United States addresses the complex interaction between archaeology and nationalistic, political, and commercial policies.
| Author | : Tiziana Russo Spena |
| Publisher | : Springer Nature |
| Total Pages | : 226 |
| Release | : 2021-03-25 |
| Genre | : Business & Economics |
| ISBN | : 3030633764 |
This book devises an alternative conceptual framework to understand digital transformation in the cultural heritage sector. It achieves this by placing a high importance on the role of technology in the strategic process of modeling and developing cultural services in the digital era. The focus is on how marketing activities and customer processes are being transformed by digital technologies to create better value, which can also be communicated to customers through an engaged and personalized approach. Much of the digital debate in cultural heritage is still in infancy. Some existing studies are anecdotal and often developed within the domain of established research streams, including studies with some technological aspects addressed partially and from an episodic or periodic perspective. Moreover, the critical changes that have emerged in the cultural management landscape are yet to be highlighted. This book fills that gap and provides a perspective on the cultural heritage sector, which uses the new social and technology landscape to describe the digital transformation in cultural heritage sectors. The authors highlight an inclusive perspective that addresses marketing strategy in the digital era as a proactive, technology-enabled process by which firms collaborate with customers to jointly create, communicate, deliver, and sustain experience and value co-creation.
| Author | : Hyung Yu Park |
| Publisher | : Routledge |
| Total Pages | : 265 |
| Release | : 2013-11-20 |
| Genre | : Business & Economics |
| ISBN | : 113470464X |
Heritage tourism has become an increasingly significant component of the global tourism industry, particularly in countries striving to diversify away from sea, sand and sun. This growth has had profound influences on the presentation and representation of both tangible and intangible heritage within tourism context. The concept of heritage continues to evolve with its fast-changing political, economic and socio-cultural surroundings. Therefore it is essential that heritage tourism engages with the new form of globalised communities and societies, which have become more assimilated to each other but yet strive to sustain their own distinctive locality. This book aims to offer a thorough critical examination and systematic evaluation of the unique dynamics of heritage and tourism development from both social sciences and management perspectives. It incorporates both global and local perspectives in theorising and managing heritage tourism. While focusing on reviewing and analysing key academic concepts and debates including authenticity, commodification, globalisation and heritage interpretation, this book also discusses and evaluates topical issues such as sustainable development, marketing strategies and digital technologies including social media. It theoretically locates heritage discourses in the analysis of heritage tourism development and management drawing on various perspectives, from tourism, heritage studies, sociology, anthropology, politics and geography to management and marketing studies. Including case studies of topical concerns, controversies and challenges it will encourage readers to develop a new and insightful understanding of the dialectical relationship between heritage and tourism development. This book is essential reading for students studying tourism, heritage studies, cultural studies as well as related disciplines.
