Download Marketing of Cultural Heritage

Marketing of
Cultural Heritage
Radka Johnová
[email protected]
Social Definition
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Marketing is a societal process by which
individuals and groups obtain what they
need and want through creating, offering,
and freely exchanging products and
services of value with others.
Managerial Definition
(American Marketing Association):
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Marketing (management) is the process of
planning and executing the conception,
pricing, promotion, and distribution of
ideas, goods, services to create
exchanges that satisfy individual and
organizational goals.
Marketing helps to
explain and deliver a product
 to the right segments of customers
 at the right time and to the right place
 at a corresponding price (comparing with
the quality)
 with the support of publicity.
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MARKETING TOOLS - 4P
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Product
Price
Place
Promotion
Product - Tangible, Intangible
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Goods
Services
Events
Experiences
Persons
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Places
Properties
Organizations
Information
Ideas
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progress
people
perfection
psychology
participation
partnership
punctuality
potential possibilities
packaging
4C (or Cs)
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Customer /
Consumer
Company skills
Convenience
Channels
Collaborators
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Cooperation
Competition
Communication
Context
Cost
Contacts
History
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Ancient markets, medieval age: The seller knew
personally his customers.
Industrial revolution - mass production - mass
communication - printed press and posters.
20th century - radio broadcasting, TV
transmission - mass communication by mass
media
Return to the roots - close to customers satisfying solutions to their needs.
Concepts
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The production concept - products available
and inexpensive
The product concept - quality, performance,
innovations
The selling concept - aggressive selling,
promotion effort - for unsought goods, in the
non-profit area by fund-raisers
The marketing concept - business philosophy
The holistic concept
Societal Marketing Concept
´60s creativity
 ´70s strategic planning
 ´80s perfection and quality, technology
 ´90s customer oriented marketing
 21st century information society - IMC
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Holistic Marketing Concept
Relationship marketing
 Integrated marketing
 Internal marketing
 Social responsibility marketing
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