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Keywords: Cultural heritage
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Journal Articles
Journal of Historical Research in Marketing (2024) 16 (3): 303–340.
Published: 02 July 2024
... on the official portal of cultural institutions. Originality/value This study argues for the utility of the four components rooted in a traditional marketing mix as a tool to illustrate the evolution of marketing practices within the cultural heritage domain. It also highlights the role played by cultural...
