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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Wang Qiys to proactively stimulate and generate good word of mouth. In particular, differences between satisfaction and delight are analysed. The final section of this chapter is dedicated to internal marketing that aims at motivating and empowering employees in order to be able to deliver a satisfying customer experience.

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keting 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.

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hose involved in the heritage conservation service, to bette.Providing an overview of the marketing principles and tools that pertain to the area of heritage conservation services, this book combines research and practice to offer an alternative to the classical transactional marketing approach. Ins

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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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Wang Qicustomer’s point of view, is presented. As an additional, particularly useful marketing instrument, a customer journey is discussed: a diagram depicting how the customer’s affective involvement in the service process evolves across time.

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y rare, but logical and practical marketing approach, this book also provides food for thought for academics dealing with managerial and marketing aspects in the field of cultural heritage and cultural heritage services..978-3-030-00287-9

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Book 2019nd practice to offer an alternative to the classical transactional marketing approach. Instead, the author argues for the relationship marketing approach, promoted and adopted by the Nordic School of Service Marketing. Offering a startlingly rare, but logical and practical marketing approach, this b

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