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.
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How marketing in the heritage sector can be understood in terms of basic marketing theoryFrom the Back Cover:
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 .
The author then addresses fundamental environmental factors (Political, Economic, Social and Technological (PEST)) and the ways in which heritage can be leveraged for maximum benefit through connections with tourism, food and drink.
The book is :
* The first comprehensive text in the area for students and
* Packed with examples, cases and 'insights' from around the world
* Innovative and able to connect marketing, heritage and tourism
It will be essential reading for all those entering this fast growing and important sector and for students needing to understand both the relevant underlying marketing principles and best practice in the heritage business.
Shashi Misiura is a Senior Lecturer at University College, Worcester, UK and has a first degree in Economics together with an M.B.A.
She has previously published books on various aspects of Business and marketing and numerous articles in journals and professional magazines on a variety of applied topics.
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