This textbook systematically addresses the principles of marketing as applied to the heritage sector. Chapters cover an introduction to heritage marketing, envi

The American Heritage Dictionary of Business Terms covers the entire spectrum of business terminology. In clear language it defines over 6,000 terms drawn from

The tourism industry continues to evolve as people’s interests have changed. There has been a shift in the type of experiences sought when people travel. One

Since the 1990s, heritage studies has emerged as a distinct academic field, and practices and rhetoric drawn from mainstream corporate management and strategic

Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy. It aims to propose a new and integrated re