ABSTRACT
In this chapter I wish to examine the control of the archaeological resource in terms of marketing and to examine the psychology behind this marketing of archaeology. I particularly wish to consider the archaeology which has become identified as our ‘heritage’. The term ‘heritage’, as used here, refers to archaeological material which is immediately tangible-known sites, particularly excavated and published ones, ancient monuments, great houses, listed buildings, art galleries, plant and animal collections, museum collections and so on. If the consensus is that the material culture set labelled as ‘heritage’ or ‘archaeology’ must be preserved then it must be bound about with a conceptual and practical framework which can be used to protect it. This framework is used to manage archaeology and exists today in legislation, organizations and government bodies.
