Marketing of cultural heritage and art

In this book, managers and staff of cultural organisations and university students are given a truly comprehensive and practical guide to the so-called "cultural management". art marketing. A readable and well structured book, which has no competition on the Czech market, offers best practices, how to apply marketing approaches in cultural heritage management organisations with an emphasis on museums, galleries, monuments, libraries, cultural and information centres. The author, with a lot of experience in practice and academia, also looks at art markets and the possibilities of using art in corporate image. Readers will understand that customer orientation of these cultural organisations is a necessity in today's competitive world and will learn how to make the most of marketing opportunities even in such a specific sector at minimal cost. The clear explanation is complemented by many examples from global and domestic marketing. Developing exercises at the ends of the chapters will lead the organization's staff to a comprehensive marketing audit, create
strategy and marketing plan.