Heritage marketing
By: Shashi Misiura
Publisher: Elsevier Butterworth-Heinemann
Published: 2006
Place of publication: Oxford; Burlington, MA
Language: eng
Number of pages: 280
ISBN-13: 9780750663182
Subjects: Heritage tourism; Marketing; Protection; Cultural property; Historic sites
Description: "Heritage Marketing is the first book to apply the key principles of marketing to the heritage industry. Heritage is marketed in almost every sector and the book clearly defines heritage for marketers. It then provides an important overview of the field at local, national, regional and international levels. The various dilemmas raised for heritage marketers by issues such as sustainability, conservation, regeneration, education, income and growth are explored and explained."--BOOK JACKET.
Notes: Includes bibliographical references (p. [271]-274) and index.
Table of contents: title: 1. Heritage marketing - an introduction; title: 2. Environmental factors; title: 3. Market segmentation and target marketing in the heritage industry; title: 4. The marketing mix and heritage tourism; title: 5. The marketing mix and food and drink heritage; title: 6. Company heritage marketing.