This book devises an alternative conceptual framework to understand
digital transformation in the cultural heritage sector. It achieves
this by placing a high importance on the role of technology in the
strategic process of modeling and developing cultural services in
the digital era. The focus is on how marketing activities and
customer processes are being transformed by digital technologies to
create better value, which can also be communicated to customers
through an engaged and personalized approach. Much of the digital
debate in cultural heritage is still in infancy. Some existing
studies are anecdotal and often developed within the domain of
established research streams, including studies with some
technological aspects addressed partially and from an episodic or
periodic perspective. Moreover, the critical changes that have
emerged in the cultural management landscape are yet to be
highlighted. This book fills that gap and provides a perspective on
the cultural heritage sector, which uses the new social and
technology landscape to describe the digital transformation in
cultural heritage sectors. The authors highlight an inclusive
perspective that addresses marketing strategy in the digital era as
a proactive, technology-enabled process by which firms collaborate
with customers to jointly create, communicate, deliver, and sustain
experience and value co-creation.
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