Abstract:

This paper describes the worldwide operation, in cooperation with the Ministry for the Environment and Cultural Heritage, for an exploitation of the Italian cultural heritage. Taking into consideration the specific characteristic of the law and the investments that made possible the realization of various projects, the paper defines the objectives of the Rimarko marketing plan, as well as the particular characteristics of the project itself. The general theme of the project may be resumed as follows: the construction of a global marketing plan concerning the exploitation, diffusion and commercialisation of elements of Italian national heritage both in Italy and abroad, by means of : - an exhaustive analysis and interpretation study of the existing opportunities/threats present in the processes of exploitation, diffusion and commercialisation of elements of Italian national heritage both in Italy and abroad. - a wide-ranging, diversified and segmented series of data providing an exhaustive description and understanding of the use of objects of cultural heritage and of the variables that influence them. The main innovative feature is inherent in the global project itself, it being the first application of a marketing plan to the area of cultural heritage on a worldwide scale. At the same time, the project plans the application of market research techniques to widely different areas (potential Italian and foreign cultural touristic operators and users), also benefitting from the use of advanced results analysis techniques. Then the specifically defined objectives will be described, the methodologies adopted and a general schema of the content of the final marketing plan