Heritage Marketing

By: Shashi Misiura

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Paperback | 8 November 2005 | Edition Number 1

At a Glance

Paperback
298 Pages

Dimensions(cm)
24.61 x 18.9 x 1.58

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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.
* First serious text on a new marketing niche
* Text is underpinned by a rich range of international examples/cases
* Full lecturer support

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Preface	p. vii
Acknowledgments	p. ix
Introduction	p. xi
List of case studies	p. xiii
List of insights	p. xv
Heritage marketing - an introduction	p. 1
Environmental factors	p. 40
Market segmentation and target marketing in the heritage industry	p. 78
The marketing mix and heritage tourism	p. 129
The marketing mix and food and drink heritage	p. 183
Company heritage marketing	p. 238
Bibliography	p. 271
Index	p. 275
Table of Contents provided by Ingram. All Rights Reserved.

Heritage Marketing

At a Glance

Paperback

Shipping

How to return your order

Defective items

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