Heritage Marketing addresses the issues facing students and practitioners in applying the generic principles of marketing to the heritage industry, which is both large and complex; indeed the notion of heritage is very much a debated concept. It is an applied marketing textbook.

The book is international in its outlook, using examples from many countries, including the UK, USA, Australia, South Africa, India and many European countries, including newly industrializing ones such as those in the Baltic States, Eastern and Southern Europe.

Heritage Marketing is divided into six chapters and each will have the following:

• Introduction, including definitions.

• Contents, explanations, examples and discussion.

• Insights , short and long case studies to amplify and illustrate applied marketing heritage concepts and issues.

• Case studies for students to work on either individually or in groups and which will act as a facility for further discussion.

• Summary.

• Discussion Questions and Activities.

• Recommended Reading.

Chapter One is an introduction to the applied nature of this textbook and looks specifically at the concept of heritage and its relationship to marketing. Funding heritage, especially the built environment (historical buildings, etc.), is explored in detail, both in the context of the UK and other countries. The work of the National Trust, UK, English Heritage and The Heritage Lottery Fund and are just some of the organizations closely related to built heritage (and other aspects of heritage) that will be featured in Insights .

Chapter Three is an extensive and crucial investigation of the target markets for heritage, both consumer...