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Cultural Policy and Marketing Management: The Case Study of New Museum of Acropolis

In: Strategic Innovative Marketing

Author

Listed:
  • Evangelos Papoulias

    (National and Kapodistrian University of Athens)

  • Theoklis-Petros Zounis

    (National and Kapodistrian University of Athens)

Abstract

Cultural assets need management and marketing for their existence and development. Even if the ultimate goal is to preserve exactly as they are, with no public access to them, positive management and marketing are still needed to protect them from undesirable change or irreversible damage. Marketing is a customer-focused management tool that can be used to help cultural or heritage attractions achieve their wider organizational goals by linking customer desires with appropriate goods and services. Marketing is an integral element in the overall planning and management process adopted for any cultural development. Marketing means not only to convince some people to use the product as it is but it also means to convince the target audience to enjoy their experiences. The good marketing could be a useful means of selection of appropriate visitors, which can help with problems of sustainability at high-profile attractions and goals. In this paper, it is presented and analyzed the applications of marketing management and targeting in the analysis of the case study of New Museum of Acropolis.

Suggested Citation

  • Evangelos Papoulias & Theoklis-Petros Zounis, 2017. "Cultural Policy and Marketing Management: The Case Study of New Museum of Acropolis," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 469-475, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-33865-1_58
    DOI: 10.1007/978-3-319-33865-1_58
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