Advertisement

Bringing Marketing into Heritage Conservation Services

  • Izabella Parowicz
Chapter

Abstract

Current marketing deficits in heritage conservation services and the general need to provide hands-on conservators with the appropriate marketing tools are presented in this chapter. These considerations are followed by a discussion of the applicability of marketing in the area of heritage conservation, particularly with regard to private, individual customers. An introduction into the concept of relationship marketing (as proposed by the Nordic School of Service Marketing) is offered. It is explained why the relationship marketing concept is much more applicable to heritage conservation services than the classical marketing-mix approach.

Keywords

Heritage conservation services The Nordic School of Service Marketing Relationship marketing Managing promises Professional services 

References

  1. Bennett, P. D. (1995). Dictionary of Marketing Terms. NTC Business Books.Google Scholar
  2. Berry, L. L. (1995). Relationship Marketing of Services-Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science, 23(4), 236–245.CrossRefGoogle Scholar
  3. Bitner, M. J. (1995). Building Service Relationships: It’s All About Promises. Journal of the Academy of Marketing Science, 23(4), 246–251.CrossRefGoogle Scholar
  4. Brinkmann, D. A. (2008). Kundenbindung in jungen, innovativen Unternehmen: Der Erfolgsbeitrag loyalen Kundenverhaltens. Wiesbaden: Springer.Google Scholar
  5. Calonius, H. (2006). Contemporary Research in Marketing: A Market Behaviour Framework. Marketing Theory, 6(4), 419–428.CrossRefGoogle Scholar
  6. Chłodnicki, M. (2004). Usługi profesjonalne. Przez jakość do lojalności klientów. Poznań: Akademia Ekonomiczna.Google Scholar
  7. Christopher, M., Payne, A., & Ballantyne, D. (1991). Relationship Marketing: Bringing Quality, Customer Service and Marketing Together. Oxford: Butterworth Heinemann.Google Scholar
  8. Clarke, G. (2000). Marketing a Service for Profit. A Practical Guide to Key Service Marketing Concepts. London: Kogan Page.Google Scholar
  9. Czubała, A., Jonas, A., Smoleń, T., & Wiktor, J. W. (2006). Marketing usług. Kraków: Wolters Kluwer.Google Scholar
  10. Diller, H. (1995). Beziehungs-Marketing. Wirtschaftswissenschaftliches Studium (WiSt), 9, 442–447.Google Scholar
  11. Diller, H. (2000). Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers. In T. Hennig-Thurau & U. Hansen (Eds.), Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention (pp. 29–45). Springer.Google Scholar
  12. Eggert, A. (1999). Kundenbindung aus Kundensicht: Konzeptualisierung—Operationalisierung—Verhaltenswirksamkeit. Wiesbaden: Dt. Univ.-Verl.CrossRefGoogle Scholar
  13. Fassnacht, M., & Homburg, C. (2001). Deutschsprachige Dienstleistungsforschung im internationalen Vergleich. Die Unternehmung, 55(4/5), 279–294.Google Scholar
  14. Fonfara, K. (1999). Marketing partnerski na rynku przedsiębiorstw. Warszawa: PWE.Google Scholar
  15. Forstenlechner, I., Lettice, F., Bourne, M., & Webb, C. (2007). Turning Knowledge into Value in Professional Service Firms. Performance Measurement and Metrics, 8(3), 146–156.CrossRefGoogle Scholar
  16. Grönroos, C. (1978). A Service-Oriented Approach to Marketing of Services. European Journal of Marketing, 12(8), 588–601.CrossRefGoogle Scholar
  17. Grönroos, C. (1982). An Applied Service Marketing Theory. European Journal of Marketing, 16(7), 30–41.CrossRefGoogle Scholar
  18. Grönroos, C. (1996). Relationship Marketing Logic. Asia-Australia Marketing Journal, 4(1), 7–18.CrossRefGoogle Scholar
  19. Grönroos, C. (2004). The Relationship Marketing Process: Communication, Interaction, Dialogue, Value. Journal of Business & Industrial Marketing, 19(2), 99–113.CrossRefGoogle Scholar
  20. Grönroos, C. (2005). Service Marketing and Management. A Customer Relationship Management Approach. Chichester: John Wiley & Sons, Ltd.Google Scholar
  21. Grönroos, C. (2007). In Search of a New Logic for Marketing. Foundations of Contemporary Theory. Hoboken: John Wiley & Sons, Ltd.Google Scholar
  22. Grönroos, C. (2009). Marketing as Promise Management: Regaining Customer Management. Journal of Business & Industrial Marketing, 24(5/6), 351–359.CrossRefGoogle Scholar
  23. Grönroos, C. (2011). A Service Perspective on Business Relationships: The Value Creation, Interaction and Marketing Interface. Industrial Marketing Management, 40(2), 240–247.CrossRefGoogle Scholar
  24. Gummesson, E. (1984). The Marketing of Professional Services—25 Propositions. In C. H. Lovelock (Ed.), Services Marketing. New York: Prentice-Hall.Google Scholar
  25. Gummesson, E. (1991). Marketing Revisited: The Crucial Role of the Part-Time Marketer. European Journal of Marketing, 25(2), 60–67.CrossRefGoogle Scholar
  26. Gummesson, E. (2008). Total Relationship Marketing (3rd ed.). Oxford: Elsevier.Google Scholar
  27. Harwood, T. G., & Garry, T. (2006). Relationship Marketing: Why Bother? Handbook of Business Strategy, 7, 107–111.CrossRefGoogle Scholar
  28. Hausmann, A. (2006). Kulturfinanzierung im Kontext der Besucherorientierung von Kulturbetrieben. In A. Hausmann & S. Helm (Eds.), Kundenorientierung im Kulturbetrieb: Grundlagen—Innovative Konzepte—Praktische Umsetzungen (pp. 82–108). Wiesbaden: Springer VS.Google Scholar
  29. Hennig-Thurau, T., & Hansen, U. (2000). Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention. Berlin: Springer.CrossRefGoogle Scholar
  30. Jaakkola, E., & Halinen, A. (2006). Problem Solving Within Professional Services: Evidence from the Medical Field. International Journal of Service Industry Management, 17(5), 409–429.CrossRefGoogle Scholar
  31. Kaiser, S., & Ringlstetter, M. J. (2011). Strategic Management of Professional Service Firms. Berlin: Springer.CrossRefGoogle Scholar
  32. Kent, R. (1993). Marketing Research in Action. London: Routledge.Google Scholar
  33. Kipp, S. L., & Callaway, C. (2002). On the Living Edge: Your Guide for Waterfront Living. Edmonton: Nature Alberta.Google Scholar
  34. Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation, and Control. Sydney: Prentice Hall.Google Scholar
  35. Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2002). Marketing. Podręcznik europejski. Warszawa: PWE.Google Scholar
  36. Levitt, T. (1981). Marketing Intangible Products and Product Intangibles. Harvard Business Review, 59(May–June), 94–102.Google Scholar
  37. Lovelock, C., & Wirtz, J. (2007). Services Marketing. People, Technology, Strategy (6th ed.). Upper Saddle River, NJ: Pearson/Prentice Hall.Google Scholar
  38. Maslow, A. H. (1968). Toward a Psychology of Being. New York: Van Nostrand.Google Scholar
  39. McCarthy, J. E. (1960). Basic Marketing. A Managerial Approach. Homewood: Richard D. Irwin.Google Scholar
  40. McKenna, R. (1991). Relationship Marketing. Successful Strategies for the Age of the Customer. Reading: Addison-Wesley.Google Scholar
  41. Mclean, F. (1996). Marketing the Museum (Heritage: Care-Preservation-Management). New York: Routledge.Google Scholar
  42. Mitręga, M. (2005). Marketing relacji—teoria i praktyka. Warszawa: CeDeWu.Google Scholar
  43. Palmer, A. (2001). Principles of Services Marketing (3rd ed.). London: McGraw Hill Companies.Google Scholar
  44. Parowicz, I. (2015). Marketing of Heritage Conservation Services Based on the Example of the Maltese Conservation Market. Habilitation Dissertation, European University Viadrina, Frankfurt (Oder).Google Scholar
  45. Patriarca, M. (1995, February 13–14). The Economics of Architectural Conservation and the ‘Visible Hand’. In P. Burman, R. Pickard, S. Taylor (Eds.), The Economics of Architectural Conservation, Based on the Proceedings of a Consultation at the King’s Manor. Institute of Advanced Architectural Studies, The University of York.Google Scholar
  46. Patterson, P. (2016). Retrospective: Tracking the Impact of Communications Effectiveness on Client Satisfaction, Trust and Loyalty in Professional Services. Journal of Service Marketing, 30(5), 485–489.CrossRefGoogle Scholar
  47. Rathmell, J. M. (1966). What is Meant by Services. Journal of Marketing, 30(October), 32–36.CrossRefGoogle Scholar
  48. Rizzo, I., & Throsby, D. (2006). Cultural Heritage: Economic Analysis and Public Policy. In V. A. Ginsburgh & D. Throsby (Eds.), Handbook of the Economics of Arts and Culture (pp. 983–1016). Amsterdam: North-Holland.CrossRefGoogle Scholar
  49. Shaw, B., & Stone, M. (1988). Competitive Superiority Through Database Marketing: Long Range Planning: LRP. International Journal of Strategic Management, 21(5), 24–40. Oxford: Elsevier.Google Scholar
  50. Sweeney, J. C., Soutar, G. N., & McColl-Kennedy, J. R. (2011). The Marketing Practices-Performance Relationship in Professional Service Firms. Journal of Service Management, 22(3), 292–316.CrossRefGoogle Scholar
  51. Woodruffe, H. (1995). Services Marketing. London: M&E Pitman Publishing.Google Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Izabella Parowicz
    • 1
  1. 1.Chair of Strategies for European Cultural HeritageEuropean University ViadrinaFrankfurt (Oder)Germany

Personalised recommendations