Publication: La gestión del marketing estratégico y su función en el seno del Patrimonio Cultural
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Publication Date
2018
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Grupo Español de Conservación del International Institute for Conservation, Asociación de Conservadores Restauradores de España
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Abstract
La extrapolación del marketing científico al universo del Patrimonio Cultural es un proceso estratégico garante de un beneficio sociocultural incuestionable. Su exclusiva o errónea vinculación a los ámbitos online y económico ha hecho que los conceptos marketing y Patrimonio Cultural circulen por vías divergentes. Pero bien planteado, más allá de los infundados y rancios prejuicios economicistas que lo acosan, el maridaje de este procedimiento gerencial con el Patrimonio está avalado por una serie de excelentes resultados, cosechados internacionalmente a lo largo del último medio siglo.
Sus profesionales, poco tienen que ver con community managers, comerciales o charlatanes de feria. Se definen como expertos con un elevadísimo nivel competencial (académico y laboral) encargados, por un lado, de conservar el Patrimonio y, por otro, de su puesta en valor, difusión y promoción. Objetivos que alcanzan mediante el desarrollo de estrategias empíricas contrastadas que revierten sobre la sociedad y el propio Patrimonio Cultural.
The extrapolation of scientiic marketing to the universe of Cultural Heritage is a strategic process that guarantees an unquestionable sociocultural beneit. Its exclusive or erroneous link to the online and economic areas has made the concepts of marketing and Cultural Heritage circulate in divergent ways. But well stated, beyond the unfounded and rancid economist prejudices that plague it, the marriage of this managerial procedure with the Heritage is endorsed by a series of excellent results, harvested internationally over the last half century. Its professionals have little to do with community managers, commercial or fair charlatans. hey are deined as experts with a very high level of competence (academic and labor) charged, on the one hand, with preserving the Heritage and, on the other, with putting it into value, dissemination and promotion. Objectives that reach through the development of contrasted empirical strategies that revert on the society and the own Cultural Heritage.
The extrapolation of scientiic marketing to the universe of Cultural Heritage is a strategic process that guarantees an unquestionable sociocultural beneit. Its exclusive or erroneous link to the online and economic areas has made the concepts of marketing and Cultural Heritage circulate in divergent ways. But well stated, beyond the unfounded and rancid economist prejudices that plague it, the marriage of this managerial procedure with the Heritage is endorsed by a series of excellent results, harvested internationally over the last half century. Its professionals have little to do with community managers, commercial or fair charlatans. hey are deined as experts with a very high level of competence (academic and labor) charged, on the one hand, with preserving the Heritage and, on the other, with putting it into value, dissemination and promotion. Objectives that reach through the development of contrasted empirical strategies that revert on the society and the own Cultural Heritage.