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Summary: Commercial Versus Social Marketing of Heritage Conservation Services

  • Izabella Parowicz
Chapter

Abstract

In the concluding chapter, the double, commercial and social dimension of marketing of heritage conservation services is touched upon. In commercial marketing, the aim is principally of a financial nature as it serves to increase the income of the providers of the service concerned, and at the same time, to raise the benefit for and the satisfaction of the customer. By contrast, social marketing aims for aggregated behavioural change; it uses marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon certain behaviours for the benefit of individuals, groups or society as a whole. Possible ways of merging commercial and social marketing activities in conservators’ daily practice are discussed.

Keywords

Heritage conservation Commercial marketing Social marketing 

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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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