Download or read book Cultural Heritage Marketing written by Izabella Parowicz and published by Springer. This book was released on 2018-10-25 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.