Marketing as an instrument for revitalization and development of old fortress

Date of publication: May 4, 1988

Abstract:

The authors proposed marketing oriented program for revitalization of the old medieval Sisak fortress. The main conclusions of research and modelling are: 1. Historical monuments of this kind should not be degraded through marketing revitalisation neither in functional, architectural nor cultural sense; 2. New product should be integration of many different contents based on various existing target groups, and great space and functional potential of this kind of building; 3. Marketing approach is essential for revitalisation of historical monuments; 4. It is possible to use this global approach as basic model for other similar historical objects. This project proved that it is impossible to create rather new touristic product concept without marketing research.

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