Heritage Marketing

1. Auflage 2005
ISBN: 978-0-7506-6318-2
Verlag: Routledge

Buch, Englisch, 296 Seiten, Format (B × H): 189 mm x 246 mm, Gewicht: 581 g

Heritage Marketing is a new and clearly written textbook that systematically addresses the principles of marketing as applied to the heritage sector. The 'heritage industry' and its growing importance internationally is defined, as is how it links with the study of modern tourism The book then goes on to look in detail at the marketing issues that arise from the particular management, educational and cultural aspects of heritage. The book is: * A clear introduction for students and professionals * Packed with examples and cases from around the world * The most up to date and comprehensive text of its kind As heritage tourism continues to grow, so the management and marketing of heritage resources will grow more important to governments, councils and managers. This book is the ideal way for all those new to the area to understand the fundamental principles and best practice in the sector.

Zielgruppe

Professional Practice & Development

Autoren/Hrsg.

Misiura, Shashi

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen
• Sozialwissenschaften Soziologie | Soziale Arbeit Soziale Gruppen/Soziale Themen Soziale Fragen & Probleme

Inhaltsverzeichnis

1. Heritage marketing – an introduction 2. Environmental factors 3. Market segmentation and target marketing in the heritage industry 4. The marketing mix and heritage tourism 5. The marketing mix and food and drink heritage 6. Company heritage marketing

Über Autor(innen)

Shashi Misiura