THE MARKETING OF HISTORICAL AND CULTURAL HERITAGE AND ITS SPECIFICS IN CONDITIONS OF CULTURE COMMERCIALIZATION
Journal Title: Інфраструктура ринку - Year 2018, Vol 19, Issue
Abstract
The text presents theoretical and methodological bases of marketing of historical and cultural heritage, its specificity in the conditions of increasing commercialization of the sphere of culture is revealed. The article presents traditional and advanced concepts of marketing the products heritage. The analysis highlights the development and application of marketing strategy in the management of heritage resources. The article revealed the specificity of heritage products in the context of their servicing nature, on the basis of which the conclusion is made about the insufficiency of the traditional concept of marketing mix and the presence of certain restrictions on sales channels and prices. The paper describes and substantiated additional components of the marketing strategy of heritage products.
Authors and Affiliations
V. U. Kazlouski, U. A. Ganski
Keywords
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