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Cultural heritage marketinga relatio...

Parowicz, Izabella.

Cultural heritage marketinga relationship marketing approach to conservation services /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Cultural heritage marketingby Izabella Parowicz.
Reminder of title:	a relationship marketing approach to conservation services /
Author:	Parowicz, Izabella.
Published:	Cham :Springer International Publishing :2019.
Description:	xvii, 158 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Cultural propertyConservation and restoration.
Online resource:	https://doi.org/10.1007/978-3-030-00287-9
ISBN:	9783030002879$q(electronic bk.)

Cultural heritage marketinga relationship marketing approach to conservation services /
Parowicz, Izabella.

Cultural heritage marketinga relationship marketing approach to conservation services /[electronic resource] :by Izabella Parowicz. - Cham :Springer International Publishing :2019. - xvii, 158 p. :ill., digital ;24 cm.

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$q(electronic bk.)

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

711905
Cultural property
--Conservation and restoration.

LC Class. No.: CC135 / .P376 2019

Dewey Class. No.: 363.69

Cultural heritage marketinga relationship marketing approach to conservation services /
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245 1 0 $a Cultural heritage marketing $h [electronic resource] : $b a relationship marketing approach to conservation services / $c by Izabella Parowicz.
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505 0 $a 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.
520 $a 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.
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