chapter  1
39 Pages

Heritage marketing – an introduction

Marketing is the management function that is involved in identifying, anticipating and satisfying customer requirements, profitably.

(Chartered Institute of Marketing, UK)

Marketing is therefore concerned to identify suitable target markets or audiences for a product or service (which may be developed or enhanced, once the needs of the market have been understood) by using the process of market segmentation (this is explored in detail in Chapter 3).