Heritage marketing

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Title:

Heritage marketing

Author:

Misiura, Shashi.

ISBN:

9780750663182

Personal Author:

Misiura, Shashi.

Publication Information:

Oxford ; Burlington, MA : Elsevier Butterworth-Heinemann, 2006.

Physical Description:

xvi, 280 pages : illustrations ; 25 cm

Contents:

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.

Abstract:

"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."--Jacket.

Subject Term:

Cultural property -- Protection.

Heritage tourism.

Historic sites.

Marketing.

Cultural property -- Protection. (OCoLC)fst00885019

Heritage tourism. (OCoLC)fst00955465

Historic sites. (OCoLC)fst00957846

Marketing. (OCoLC)fst01010167

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VCDBN	1:GEN-BOOK	000022100	338.479 MIS	1	Searching... Unknown

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Summary

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.