Abstract
In this chapter, Parowicz presents the theoretical and practical implications of dealing with the marketing of heritage conservation services. An academic literature review is offered indicating the scarcity of researchers’ interest in this topic thus far. Furthermore, this chapter provides definitions of terms to be used throughout this book, clearly differentiating between those terms that are usually (though not always rightly) considered synonymous with each other (e.g. preservation-conservation-restoration; conservators-restorers; customers-clients-consumers; monument-artefact-historical object). Finally, the structure of the book is presented.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
ICOM-CC—International Council of Museums—Committee for Conservation. ICOM is a non-governmental organisation established in 1946. It maintains formal relations with UNESCO and has a consultative status with the United Nations’ Economic and Social Council.
- 2.
In order to ensure that the language used includes both men and women, a singular noun (person) followed by the plural possessive determiner ‘their’ shall be used in this book if the context so requires. For further clarifications see: http://blog.oxforddictionaries.com/2012/06/he-or-she-versus-they/, retrieved on 20 May 2018.
- 3.
The characteristics of conservation services will be discussed in detail in Chap. 3.
References
Ashworth, G. (2011). Preservation, Conservation and Heritage: Approaches to the Past in the Present Through the Built Environment. Asian Anthropology, 10(1), 1–18.
Cerquetti, M., & Ferrara, A. (2018). Marketing Research for Cultural Heritage Conservation and Sustainability: Lessons from the Field. Sustainability, 10, 774.
Chhabra, D. (2009). Proposing a Sustainable Marketing Framework for Heritage Tourism. Journal of Sustainable Tourism, 17(3), 303–320.
Colavitti, A., & Usai, A. (2015). Partnership Building Strategy in Place Branding as a Tool to Improve Cultural Heritage District’s Design. The Experience of UNESCO’s Mining Heritage District in Sardinia, Italy. Journal of Cultural Heritage Management and Sustainable Development, 5(2), 151–175.
Colbert, F. (2013). The Marketing of Heritage Venues or Destinations. In I. Rizzo & A. Mignosa (Eds.), Handbook on the Economics of Cultural Heritage (pp. 231–248). Cheltenham: Edward Elgar.
Czubała, A. (2006). Usługi w gospodarce. In A. Czubała, A. Jonas, T. Smoleń, & J. W. Wiktor (Eds.), Marketing usług. Kraków: Wolters Kluwer.
Deber, R. B., Kraetschmer, N., Urowitz, S., & Sharpe, N. (2005). Patient, Consumer, Client or Customer: What Do People Want to Be Called? Health Expectations: an International Journal of Public Participation in Health Care and Health Policy, 8(4), 345–351.
Du Cros, H., & McKercher, B. (2015). Cultural Tourism. Second Edition. London/New York: Routledge.
Duguay, G. (1992). Definition of Preservation Terms. In Heritage Notes (Vol. 3). Edmonton/Alberta: Department of Culture and Multiculturalism. Historic Sites and Archives.
European Confederation of Conservator-Restorers’ Organisations. (2002). E.C.C.O. Professional Guidelines (I). http://www.ecco-eu.org/fileadmin/user_upload/ECCO_professional_guidelines_I.pdf. Retrieved May 19, 2018.
French, Y., & Runyard, S. (2011). Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions. London/New York: Routledge.
Fullerton, L., McGettigan, K., & Stephens, S. (2001). Integrating Management and Marketing Strategies at Heritage Sites. International Journal of Culture, Tourism and Hospitality Research, 4(2), 108–117.
Greffe, X. (2001). Managing Our Cultural Heritage. New Delhi: Aryan Books International.
Grönroos, C. (1998). Marketing Services: The Case of a Missing Product. Journal of Business & Industrial Marketing, 13(4–5), 322–338.
Gummesson, E. (2002). Practical Value of Adequate Marketing Management Theory. European Journal of Marketing, 36(3), 325–349.
Hausmann, A. (2007). Cultural Tourism: Marketing Challenges and Opportunities for German Cultural Heritage. International Journal of Heritage Studies, 13(2), 170–184.
Hausmann, A., & Murzik, L. (2011). Neue Impulse im Kulturtourismus (German Edition). Wiesbade: Springer VS.
Hubel, A., Fink, A., Hartleitner-Wenig, C., & Reiche, J. (Eds.). (2005). Kunstgeschichte und Denkmalpflege. Ausgewählte Aufsätze. Festgabe zum 60. Geburtstag. Petersberg: Imhof Verlag.
International Council of Museums—Committee for Conservation. (2008, September 22–26). Terminology to Characterize the Conservation of Tangible Cultural Heritage. Resolution Adopted by the ICOM-CC Membership at the 15th Triennial Conference, New Delhi.
International Council on Monuments and Sites. (1964). Venice Charter. The International Charter for the Conservation and Restoration of Monuments. https://www.icomos.org/charters/venice_e.pdf. Retrieved July 10, 2018.
Kent, R. (1993). Marketing Research in Action. London: Routledge.
Kowalski, C. (2014). Mehr Frauen, gut ausgebildet, aber in unsicheren Arbeitsverhältnissen—Schlechte Aussichten für das Berufsfeld der Restaurierung? In Restauratoren Handbuch 2014/2015 (pp. 106–114). München: Callwey Verlag.
Loosli, M. (1996). Kulturgüterschutz in Italien, Rechtliche Grundlagen und Instrumente; Handel und Verkehr. Zürich: Schultheiss Polygraphischer Verlag AG.
McLaughlin, H. (2008). What’s in a Name: “Client”, “Patient”, “Customer”, “Consumer”, “Expert by Experience”, “Service User”—What’s Next? British Journal of Social Work, 39(6), 1101–1117.
Mifsud Bonnici, U. (2008). An Introduction to Cultural Heritage Law. Valletta: Midsea Books.
Misiura, S. (2006). Heritage Marketing. Oxford: Elsevier Butterworth-Heinemann.
Muñoz-Viñas, S. (2005). Contemporary Theory of Conservation. Oxford: Elsevier Butterworth-Heinemann.
Parowicz, I. (2006). Denkmalpflege effektiv fördern. Finanzierung des Schutzes von Architekturdenkmälern in europäischer Perspektive. München: Martin Meidenbauer Verlagsbuchhandlung.
Peacock, A., & Rizzo, I. (2008). The Heritage Game. Economics, Policy and Practice. Oxford/New York: Oxford University Press.
Petzet, M., & Mader, G. (1995). Praktische Denkmalpflege. Stuttgart: Kohlhammer.
Pignataro, G., & Rizzo, I. (1997). The Political Economy of Rehabilitation: The Case of the Benedittini Monastery. In M. Hutter & I. Rizzo (Eds.), Economic Perspectives on Cultural Heritage. Basingstoke: Macmillan Press Ltd.
Prószyński, J. (1989). Ochrona zabytków w Polsce. Warszawa: PWN.
Rowan, Y., & Baram, U. (2004). Marketing Heritage: Archaeology and the Consumption of the Past. AltaMira Press.
Sawers, D. (1998). The National Trust: The Private Provision of Heritage Services. In A. Peacock (Ed.), Does the Past Have a Future? The Political Economy of Heritage (pp. 97–116). London: The Institute of Economic Affairs.
Scheffczyk, F.-G. (2006). Aufgabe oder Ende des Denkmalschutzes. Ergebnisse und Folgen anhand von Fallbeispielen im Rhein-Neckar-Kreis. Schöneiche bei Berlin: Scripvaz-Verlag Christof Krauskopf.
Spagnol, A. (2009). The Conservation of the Artistic Patrimony in Malta During World War II. Malta: Heritage Malta.
Strzyżewska, M., & Rószkiewicz, M. (2002). Analizy Marketingowe. Warszawa: Difin.
Thoburn, A. (1986). Marketing Cultural Heritage. Does It Work Within Europe? Travel&Tourism Analyst, (December issue), 39–48.
Zalewski, P., & Parowicz, I. (2015). Dare To Try. Waking the Entrepreneur in Heritage Conservators. In O. Kuhlke, A. Schramme, & R. Kooyman (Eds.), Creating Cultural Capital. Cultural Entrepreneurship in Theory, Pedagogy and Practice (pp. 260–270). Delft: Eburon Academic Publishers.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2019 The Author(s)
About this chapter
Cite this chapter
Parowicz, I. (2019). Introduction. In: Cultural Heritage Marketing. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-030-00287-9_1
Download citation
DOI: https://doi.org/10.1007/978-3-030-00287-9_1
Published:
Publisher Name: Palgrave Pivot, Cham
Print ISBN: 978-3-030-00286-2
Online ISBN: 978-3-030-00287-9
eBook Packages: Business and ManagementBusiness and Management (R0)