Cultural Heritage Marketing A Relationship Marketing Approach to Conservation Services /

• Κύριος συγγραφέας: Parowicz, Izabella (Συγγραφέας, http://id.loc.gov/vocabulary/relators/aut)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Palgrave Pivot, 2019.
• Έκδοση: 1st ed. 2019.
• Θέματα: Marketing.; Cultural heritage.; Management.; Call centers.; Personnel management.; Cultural Heritage.; Call Center/Customer Service.; Human Resource Management.

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 approa...

Πίνακας περιεχομένων:

• 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.