01241nas a2200205   4500000000100000000000100001008004100002653001300043653001500056653001400071653001100085653001200096100001800108245010500126856011800231300001000349490000700359520064900366022002001015                                       d10aheritage10aLacemaking10aMarketing10amuseum10aTourism1 aT. Primožič00aMarketing our heritage for tourist purposes: The Lacemaking Collection in the Museum of Škofja Loka  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-84906052460&partnerID=40&md5=04382c8105c3e00bc2fb6cfd7c4512cf  a46-520 v503 aThis article will present a model of a modified marketing mix. It consists of a product, price, place, marketing communication, people, physical evidence, procedures, and expert starting-points. Ensuring professional correctness when dealing with elements of tangible and intangible heritage, these starting-points are based on findings obtained from studies of culture and the way of life. The model makes it possible to market heritage on a highly professional level ensured by experts and to include it in the tourist offer. The model has been applied to a concrete case study, namely The Lacemaking Collection in the Museum of Škofja Loka.  a03512908 (ISSN)