The Impact of Marketing Mix Theories in the Culture Heritage in Albania

Abstract

In the last decades, the marketing theory has undergone impressive changes. Marketing is an evolving concept, same as the broadening concept of the culture heritage. The appropriate marketing mix  for marketing of culture heritage can enhance the role culture heritage has for tourism development and moreover the sustainable use of culture heritage. The implementation of the marketing mix strategies in the Albanian cultural heritage market is improved by focusing in an extended model of ‘Ps’ in order to get a better view of the market. The main idea of the paper is that the focus should be not only in the ‘product’, ‘price’, ‘place’ and ‘promotion’ but also on the ‘people’, ‘programming’, ‘passion’, ‘purpose’, ‘performance’, ‘potential’, ‘transmission of information’, ‘position’, ‘practice’ and ‘benefit’. Thus the marketing mix of cultural heritage in the market in development such as Albania consists in a  model '14Ps’.

Keywords: Cultural Heritage, Marketing Mix, Albania, Market, Tourism.