ABSTRACT
Marketing and cultural heritage management; are they compatible? Many people in the CHM sector cringe when advised to adopt a marketing perspective in the overall management of their assets. They equate marketing with sales maximization, even if that means misrepresenting the core values of the asset to broaden the consumer base. Likewise, many people also confuse marketing with advertising and promotion, again presenting whatever image maximizes sales, often to the detriment of the asset. In reality, however, sales and promotion represent the end product of the marketing process; they are a means to an end, a means to achieve broader management objectives, rather than an end in themselves. If conducted in an unplanned or uncoordinated way, sales or promotional activities can lead to the types of problems cited in this book.
