Providing 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.
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