Titlebook: Cultural Heritage Marketing; A Relationship Marke Izabella Parowicz Book 2019 The Editor(s) (if applicable) and The Author(s) 2019 Conserva

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emic 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 syno

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s 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

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one by those who have never had an opportunity to use them. It explains how heritage conservation services are to be interpreted in the language of marketing and management. The sources of competitive advantage in conservation services are presented, that is, ways in which conservation service provi

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arketing, 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 mar

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the following aspects are thoroughly analysed: the conservation service product (understood as a set of benefits aiming to satisfy customers’ needs), the quality of conservation services and the price of conservation services.

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Bringing Marketing into Heritage Conservation Services,ion, 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.

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