Heritage Marketing / Edition 1

by Shashi Misiura

Overview

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.

Product Details

ISBN-13:	9780750663182
Publisher:	Taylor & Francis
Publication date:	11/08/2005
Edition description:	New Edition
Pages:	296
Product dimensions:	7.44(w) x 9.69(h) x (d)

About the Author

Senior Lecturer in Marketing and Business Management at University College, Worcester, UK. Shashi has also worked as a Consultant to Barclays Bank PLC, Norwich Union Insurance Group and the Association of Business Executives, London for whom she is Senior Examiner in Business Communications and Presentation. Her work takes her to Singapore, China, Malaysia, Jordan, Hungary and Finland.

Table of 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