Heritage MarketingRoutledge, 11. 8. 2006 - Počet stran: 256 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. |
Obsah
| 1 | |
Chapter 2 Environmental factors | 40 |
Chapter 3 Market segmentation and target marketing in the heritage industry | 78 |
Chapter 4 The marketing mix and heritage tourism | 129 |
Chapter 5 The marketing mix and food and drink heritage | 183 |
Chapter 6 Company heritage marketing | 238 |
| 271 | |
| 275 | |
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activities advertising aspects of heritage associated British Buccleuch Castle cent centre cheese Cliveden Coca-Cola concept conservation consumers countries create cultural Disney displays English Heritage example facilities Festival food and drink galleries Gin and Vodka Gloucester Gloucestershire groups heritage attractions Heritage Lottery Fund heritage marketing heritage sites heritage tourism Hershey historic environment Historic Scotland Hotel House ice cream identify identity initiatives Insight itage landscape launched listed buildings London million Mulberry Museum National Trust offer Olympic organizations Park particular previous chapter programme promotional range regeneration regional retail Ritz Ritz Hotel Royal Royal Worcester schools Scotch Whisky Scotland Scottish sector segmentation specific Sport strategy target market theme Thermae Bath Spa tion traditional types UK’s unique venue visitors Warwick Castle wine Worcester World Heritage World Heritage site