Bringing Marketing into Heritage Conservation Services

  • Izabella Parowicz


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.


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


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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

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