000			01688nam a22002655i 4500
001			20679256
005			20240524101516.0
008			180924s2018 nyu 000 0 eng
010			_a 2018959227
020			_a9783030002862
040			_aDLC _beng _erda _cDLC
042			_apcc
245	0	0	_aCultural heritage marketing _b: a relationship marketing approach to conservation services _c/ Izabella Parowicz
264		1	_aNew York, NY : _bSpringer Berlin Heidelberg, _c2018.
300			_aXVII, 158 pages
505			_aBringing Marketing into Heritage Conservation Services. - Characteristics of Heritage Conservation Services. - Customers, Employees and Communication. - Processes and Scenarios. - Summary: Commercial Versus Social Marketing of Heritage Conservation Services. -
520			_aProviding 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.
650		0	_aGreen marketing _922347
650		0	_a Consumer Behaviour _910286
650		0	_aMarketing _xStudy and teaching (Higher) _913937
906			_a0 _bibc _corignew _d2 _eepcn _f20 _gy-gencatlg
942			_2ddc
999			_c3591 _d3591
041			_aEnglish