An Abstraction Theory for Marketing Art & Heritage

As every event or occasion in life has its physical and mental pole, there is a relationship between the virtual and the material, between the perceptible and the imperceptible. This book represents an attempt to find a new realm contributing to the current marketing practices through proposing a new method of marketing of art and heritage artifacts. This book tries to find a hint of a new angle through marketing practices on the relationship among abstraction, art and heritage marketing and customer value in art museums, galleries and exhibitions. It aims at gaining insight into the abstract marketing themes for better use of the best marketing practices at museums, illuminating the way for others to establish additional studies that look deeply into the relationships among abstraction theory, art & heritage dimensions and customer value. We look forward to guiding art organizations on what is required strategically and operationally to gain the highest customer value. This new realm may start a debate on how and why the art and heritage field might move towards a stronger focus on abstract marketing throughout measurable results.

Autorentext

Dr. Reem Essam, PhD, Assistant Professor of Marketing, School of Business, Arab Open University (AOU), Egypt Prof. Wael Kortam, PhD, Professor of Marketing, Head of Business Administration Department, School of Business, Cairo University, Egypt Dr. Alaa Tarek, PhD, Assistant Professor of Marketing, School of Business, Cairo University, Egypt