02873nam 22006615 450 991033779120332120250610110101.09783030002879303000287X10.1007/978-3-030-00287-9(CKB)4100000007102949(MiAaPQ)EBC5568405(DE-He213)978-3-030-00287-9(PPN)231464924(Perlego)3491300(MiAaPQ)EBC30159110(EXLCZ)99410000000710294920181025d2019 u| 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierCultural Heritage Marketing A Relationship Marketing Approach to Conservation Services /by Izabella Parowicz1st ed. 2019.Cham :Springer International Publishing :Imprint: Palgrave Pivot,2019.1 online resource (169 pages)9783030002862 3030002861 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.MarketingCultural propertyManagementCustomer servicesPersonnel managementMarketingCultural HeritageManagementCustomer Service and Call CenterHuman Resource ManagementMarketing.Cultural property.Management.Customer services.Personnel management.Marketing.Cultural Heritage.Management.Customer Service and Call Center.Human Resource Management.363.69910.688Parowicz Izabellaauthttp://id.loc.gov/vocabulary/relators/aut954543BOOK9910337791203321Cultural Heritage Marketing2159135UNINA