ABSTRACT
Marketing is more than just advertising and promotion, and so far has been under-valued as a management tool for archaeologists. Marketing is a corporate philosophy, a set of tools and techniques, and a systematic approach to problem solving in a rapidly changing market (Houston 1986). In the realm of organizational planning, marketing is a relatively recent (postWorld War II) development (Ford 1976). Within the Heritage sector its principles have only been adopted over the last ten years (Anderson and Sprouse 1984; Dimaggio 1985; Middleton 1990; Bower, this volume).
