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Article
Publication date: 28 July 2021

Zafeirenia Brokalaki and Georgios Patsiaouras

The purpose of this paper is to show and critically discuss the motivations, conflicting narratives, practices and effects around the marketisation of cultural heritage. The work…

Abstract

Purpose

The purpose of this paper is to show and critically discuss the motivations, conflicting narratives, practices and effects around the marketisation of cultural heritage. The work focusses on the exemplar case study of the ancient temple of the Athenian Parthenon, as a proto-brand, to explore ancient, medieval and modern marketing forces and practices through which various stakeholders have promoted, gifted, commercially traded, exchanged, acquired and illegally removed national cultural artefacts and historical monuments.

Design/methodology/approach

The study is based on a structured historical periodisation that covers three main eras – classical age, late antiquity and modern period – that triggered the marketisation of the ancient temple in diverse ways. First, historical research was conducted through the use of a range of secondary sources and archives. Second, observation techniques were used to study heritage marketisation practices at the New Acropolis Museum and the Parthenon in Athens and the British Museum in London. Third, visual material further facilitated the analysis.

Findings

This paper identifies multifarious institutional forces, political interests, technologies and sociocultural events that shape the commodification of history and marketisation of heritage offering a broader discussion on the evolution of early marketing practices and brands used to promote particular values, cultures and places, as well as the emergence and growth of illicit arts and antiquities markets.

Originality/value

Considering the lack of marketing research on the commercialisation of heritage, the work discloses novel insights around the use of cultural proto-brands and the formation of illegal markets and questionable arts trade practices. It, therefore, questions the ethical, socio-political, economic and aesthetic implications of the extensive marketisation of history and raises issues around the legitimate ownership, promotion and consumption of heritage.

Details

Journal of Historical Research in Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Content available
Article
Publication date: 26 January 2022

Hélène Gorge and Nil Ozcaglar-Toulouse

307

Abstract

Details

Journal of Historical Research in Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 1755-750X

Content available
Article
Publication date: 24 February 2022

Paul Baines, Mairead Brady and Shailendra Pratap Jain

Abstract

Details

Journal of Research in Interactive Marketing, vol. 16 no. 1
Type: Research Article
ISSN: 2040-7122

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