Marketing and Network Management of Cultural Routes: Evidence from the Cultural Routes of the Council of Europe

This chapter explores marketing and network management issues pertaining to cultural routes (CRs). Based on a multiple case study of five cultural routes, the chapter provides a comparison of marketing and network management approaches and practices. We identify similarities and differences in marketing and managing CRs, while trying to identify several managerial practices. Based on the case analysis, we build a conceptual framework to describe the nature of collaborative marketing and network management at the CR level, with a focus on the multiple stakeholders (public, private, non-profit) and countries involved. Finally yet importantly, we provide implications for both researchers and practitioners interested in marketing and managing CRs.