This textbook systematically addresses the principles of marketing as applied to the heritage sector. Chapters cover an introduction to heritage marketing, envi

Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy. It aims to propose a new and integrated re

The book first explains the dynamics of cultural heritage with its authenticity underpinnings, marketing, and tourism, and proposes a strategic praxis drawn fro

What are the implications of mass tourism and globalization for the field of archaeology? How does this change popular understandings of the past? Increasingly

Providing an overview of the marketing principles and tools that pertain to the area of heritage conservation services, this book combines research and practice