New PDF release: Heritage Marketing

By Shashi Misiura

ISBN-10: 0750663189

ISBN-13: 9780750663182

Background advertising is a brand new and obviously written textbook that systematically addresses the rules of selling as utilized to the history area. The 'heritage undefined' and its transforming into significance across the world is outlined, as is the way it hyperlinks with the examine of contemporary tourism The ebook then is going directly to glance intimately on the advertising and marketing concerns that come up from the actual administration, academic and cultural points of history. The booklet is: * a transparent advent for college students and pros * choked with examples and instances from world wide * the freshest and entire textual content of its style As background tourism maintains to develop, so the administration and advertising of history assets will develop extra very important to governments, councils and bosses. This publication is the precise means for all these new to the realm to appreciate the basic rules and top perform within the region. * First severe textual content on a brand new advertising area of interest * textual content is underpinned through a wealthy variety of foreign examples/cases * complete lecturer aid

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1. 2: The Museum in the Park, Stroud, Gloucestershire, UK – the making and marketing of a museum For almost 100 years Stroud Museum shared a purpose-built premises with the School of Science and Art. However, by the late 1980s, visitor figures were falling; and the needs of the Museum had outgrown the building in several ways: 1 2 3 4 5 6 there had been a huge growth in the collections but there was not enough storage space; display space was also inadequate and there were no modern exhibition cases and materials; lack of conservation materials and facilities, together with inadequate security arrangements made it difficult to care for the collections properly; there were no facilities for schools and adult learners – access was difficult for disabled visitors; there was no parking; public pressure for a new Museum was increasing.

Summary In this chapter we have established how the definition of marketing can be used in a heritage context and have explored some of the philosophical and intellectual discourses about heritage as a generic concept. Heritage is a contentious and much debated notion in the literature but, if we distinguish it from history in that marketing efforts seek to celebrate the past rather than re-tell it, there must be room for us all, and may marketers long be challenged about their heritage provision.

However, not everyone’s heritage is necessarily represented by local and national governments or by private providers, amenity groups and associations and indeed we should look critically ‘. . at the ways in which particular ideas of the “nation” are created and embedded in the exhibitionary forms of a range of cultural practices and institutions, such as tourism, museums, expositions and heritage displays’ (Evans, 1999). I know that some of the ‘larger’ institutions in the UK such as The National Trust and English Heritage are engaging with this debate but suggest that it needs a wider airing.

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Heritage Marketing by Shashi Misiura


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