Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives

Italian and UK researchers working in business, marketing, and communication present 19 chapters on the management of cultural heritage products and cultural organizations. They discuss cultural heritage management and its relationship to the environment and community; the ways a cultural product can impact economic growth and the start-up of new businesses; resource integration and value co-creation in cultural heritage management; and assessment of the cultural experience through the measurement of cross-cutting skills. They examine company sponsorship tools; the relationship between cultural institutions and companies; museum communication management; digital resources and approaches used by user-centered museums; innovation in organizations that manage cultural sites; the design of a user-oriented mobile app for museums; the role of information and communication technology and social reporting in the financial sustainability of archaeological heritage conservation and usability; the application of social media theory and luxury fashion brand theory in marketing communications; an organizational model based on Web 2.0 and the role of new technologies; disability marketing; the use of QR codes in communication with tourists; creative tourism and cultural heritage; and web-based tourism promotion.