Marketing Heaven & Hell: Botanic Garden’ Cause-Related Narratives

Nick Catahan

Marketing Heaven & Hell: Botanic Garden’ Cause-Related Narratives

Nick Catahan

Business School

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding (ISBN) › peer-review

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Abstract

This paper begins to conceptualise a strategic Botanic Gardens marketing model. Using lenses of Utopia and Dystopia as method to develop revenue generating narratives, to be delivered via Cause Marketing efforts, these being key components to the model. Cause Marketing for the purposes of this paper will act as a means for greater visibility, funding and support for Botanic Gardens. This conceptual model may also serve other Place Management and Development contexts, in particular, with regard to meeting a range of challenges regarding sustainability, heritage and responsible tourism.

Original language	English
Title of host publication	Institute of Place Management (2018) Proceedings of the 5th Corfu Symposium on Managing & Marketing Places, 'Changing places: Visions of utopia or dystopia?', 16th – 19th April
Pages	135-139
Publication status	Published - 19 Apr 2018
Event	Institute of Place Management: Corfu Symposium on Managing & Marketing Places - Mon Repos Palace Art Hotel, Corfu, Greece Duration: 16 Apr 2018 → 19 Apr 2018

Conference

Conference	Institute of Place Management: Corfu Symposium on Managing & Marketing Places
Country/Territory	Greece
City	Corfu
Period	16/04/18 → 19/04/18

Keywords

Institute of Place Management
Mon Repos Palace Art Hotel
Corfu
Greece

Access to Document

Final Nick Catahan's revised abstract - Marketing Heaven & Hell, Botanic Garden’ Cause-Related Narratives.docxAccepted author manuscript, 33.4 KBLicence: CC BY-NC-ND

http://placemanagement.org/media/117955/Corfu-Final-Proceedings.pdf

Cite this

@inproceedings{b513cc4a758b45ac802e23e58ce0fe4a,

title = "Marketing Heaven & Hell: Botanic Garden{\textquoteright} Cause-Related Narratives",

abstract = "This paper begins to conceptualise a strategic Botanic Gardens marketing model. Using lenses of Utopia and Dystopia as method to develop revenue generating narratives, to be delivered via Cause Marketing efforts, these being key components to the model. Cause Marketing for the purposes of this paper will act as a means for greater visibility, funding and support for Botanic Gardens. This conceptual model may also serve other Place Management and Development contexts, in particular, with regard to meeting a range of challenges regarding sustainability, heritage and responsible tourism.",

keywords = "Institute of Place Management, Mon Repos Palace Art Hotel, Corfu, Greece",

author = "Nick Catahan",

year = "2018",

month = apr,

day = "19",

language = "English",

isbn = "978-1-9998459-1-9",

pages = "135--139",

booktitle = "Institute of Place Management (2018) Proceedings of the 5th Corfu Symposium on Managing & Marketing Places, 'Changing places: Visions of utopia or dystopia?', 16th – 19th April",

note = "Institute of Place Management: Corfu Symposium on Managing & Marketing Places ; Conference date: 16-04-2018 Through 19-04-2018",

}

Catahan, N 2018, Marketing Heaven & Hell: Botanic Garden’ Cause-Related Narratives. in Institute of Place Management (2018) Proceedings of the 5th Corfu Symposium on Managing & Marketing Places, 'Changing places: Visions of utopia or dystopia?', 16th – 19th April. pp. 135-139, Institute of Place Management: Corfu Symposium on Managing & Marketing Places, Corfu, Greece, 16/04/18. <http://placemanagement.org/media/117955/Corfu-Final-Proceedings.pdf>

Marketing Heaven & Hell: Botanic Garden’ Cause-Related Narratives. / Catahan, Nick.
Institute of Place Management (2018) Proceedings of the 5th Corfu Symposium on Managing & Marketing Places, 'Changing places: Visions of utopia or dystopia?', 16th – 19th April. 2018. p. 135-139.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding (ISBN) › peer-review

TY - GEN

T1 - Marketing Heaven & Hell: Botanic Garden’ Cause-Related Narratives

AU - Catahan, Nick

PY - 2018/4/19

Y1 - 2018/4/19

N2 - This paper begins to conceptualise a strategic Botanic Gardens marketing model. Using lenses of Utopia and Dystopia as method to develop revenue generating narratives, to be delivered via Cause Marketing efforts, these being key components to the model. Cause Marketing for the purposes of this paper will act as a means for greater visibility, funding and support for Botanic Gardens. This conceptual model may also serve other Place Management and Development contexts, in particular, with regard to meeting a range of challenges regarding sustainability, heritage and responsible tourism.

AB - This paper begins to conceptualise a strategic Botanic Gardens marketing model. Using lenses of Utopia and Dystopia as method to develop revenue generating narratives, to be delivered via Cause Marketing efforts, these being key components to the model. Cause Marketing for the purposes of this paper will act as a means for greater visibility, funding and support for Botanic Gardens. This conceptual model may also serve other Place Management and Development contexts, in particular, with regard to meeting a range of challenges regarding sustainability, heritage and responsible tourism.

KW - Institute of Place Management

KW - Mon Repos Palace Art Hotel

KW - Corfu

KW - Greece

UR - http://corfusymposium.com/

M3 - Conference proceeding (ISBN)

SN - 978-1-9998459-1-9

SP - 135

EP - 139

BT - Institute of Place Management (2018) Proceedings of the 5th Corfu Symposium on Managing & Marketing Places, 'Changing places: Visions of utopia or dystopia?', 16th – 19th April

T2 - Institute of Place Management: Corfu Symposium on Managing & Marketing Places

Y2 - 16 April 2018 through 19 April 2018

ER -

Marketing Heaven & Hell: Botanic Garden’ Cause-Related Narratives

Abstract

Conference

Keywords

Access to Document

Other files and links

Fingerprint

Transformative Impacts on Transformers: Volunteers in Botanic Gardens

Life-saving transformative service of garden volunteering

TSS: Transformative Service and Sustainability

Cite this

Marketing Heaven & Hell: Botanic Garden’ Cause-Related Narratives

Abstract

Conference

Keywords

Access to Document

Other files and links

Fingerprint

Research output

Transformative Impacts on Transformers: Volunteers in Botanic Gardens

Life-saving transformative service of garden volunteering

Projects

TSS: Transformative Service and Sustainability

Cite this