Cultural Marketing and Archaeology: The Case of Brazil

Abstract

ABSTRACT Research findings from a case study of an archaeological park in Brazil are presented to demonstrate that marketing concepts and methods are useful in encouraging businesses as well as not-for-profit organizations to manage and protect the archaeological resources and, at the same time, contribute to the economic growth of the local community. Specifically, six research results are discussed: (1) Economic growth is not possible without improving people's standard of living, which itself depends on gains in the cultural and environmental conditions in which they live. (2) Marketing plays a critical role in providing the analytic and strategic tools needed to create public awareness and participation of businesses and people living near the archaeological site. (3) Archaeologists are beginning to recognize the power of marketing methods to help them communicate with and educate consumers. (4) The use of marketing can contribute significantly to changing the social, cultural, political and economic behavior of business firms and consumers. (5) The concept of cultural marketing may be broadened to include the marshaling of archaeological resources for the purpose of economic and social development. (6) Firms that practice social marketing may find themselves simultaneously providing further social benefits, particularly the fair treatment of their employees, improved community relationships, and greater public concern to improve education, environment and cultural heritage.