Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

As every event or even occasion in life has its physical and mental pole, there is a relation between the virtual and the material, between the perceptible and the imperceptible.This research is attempting to find a new realm contributing to the current marketing practices through proposing a new method of marketing of art and heritage artefacts.This research tries to find a hint of a new angle through marketing practices on the relationship among abstraction, art and heritage marketing and customer value in art museums, galleries and exhibitions in Egypt.This research aims at gaining insight into the abstract marketing themes for better use of the best marketing practices at museums,illuminating the way for other researchers to establish additional studies that look deeply into the relationships among abstraction theory, art & heritage dimensions and customer value.This research looks forward to guiding art organizations on what is required strategically and operationally to gain the highest customer value.The results of this research may start a debate on how and why the art and heritage field might move towards a stronger focus on abstract marketing throughout measurable results.This research uses a quantitative research design beside a qualitative exploratory study for a clearer overview of the way museums; galleries and exhibitions customers in Egypt view the provided service, through the use of an in-depth interview

Issued also as CD