Marketing Heaven & Hell: Botanic Garden’ Cause-Related Narratives

Catahan, Nick (2018) Marketing Heaven & Hell: Botanic Garden’ Cause-Related Narratives. 5th Corfu Symposium on Managing & Marketing Places, Changing places: Visions of utopia or dystopia?, 16th – 19th April 2018, Institute of Place Management, Mon Repos Palace Art Hotel, Corfu, Greece, pp. 135-139, ISBN 978-1-9998459-1-9.

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Abstract

This paper begins to conceptualise a strategic Botanic Gardens marketing model. Using lenses of Utopia and Dystopia as method to develop revenue generating narratives, to be delivered via Cause Marketing efforts, these being key components to the model. Cause Marketing for the purposes of this paper will act as a means for greater visibility, funding and support for Botanic Gardens. This conceptual model may also serve other Place Management and Development contexts, in particular, with regard to meeting a range of challenges regarding sustainability, heritage and responsible tourism.

Item Type: Conference or Workshop Item (Proceedings)
Uncontrolled Keywords: Institute of Place Management, Mon Repos Palace Art Hotel, Corfu, Greece
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Business and Management
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Date Deposited: 15 Mar 2018 10:53
URI: http://repository.edgehill.ac.uk/id/eprint/10167

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