國立虎尾科技大學 |

Cultural Heritage Marketing = A Relationship Marketing Approach to Conservation Services /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Cultural Heritage Marketing/ by Izabella Parowicz.
其他題名:	A Relationship Marketing Approach to Conservation Services /
作者:	Parowicz, Izabella.
面頁冊數:	XVII, 158 p. 13 illus.online resource. :
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-3-030-00287-9
ISBN:	9783030002879

Cultural Heritage Marketing = A Relationship Marketing Approach to Conservation Services /
Parowicz, Izabella.

Cultural Heritage MarketingA Relationship Marketing Approach to Conservation Services /[electronic resource] :by Izabella Parowicz. - 1st ed. 2019. - XVII, 158 p. 13 illus.online resource.

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.

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.

ISBN: 9783030002879

Standard No.: 10.1007/978-3-030-00287-9doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

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