Marketing nostalgiczny jako szansa dla renesansu rzemiosła na Dolnym Śląsku
Nostalgia marketing as a chance for craft renaissance in Lower Silesia

Summary/Abstract: The purpose of this study is to show the essence and importance of nostalgia marketing in the context of opportunity for endangered craft professions. The research methodology is the analysis of literature and websites presenting craft professions in Poland. Informations from the telephone interview were also added. Examples of endangered craft professions specifying the name of the profession, craftsman and tasks he performs were presented. The results of the implementation of nostalgia marketing for selected craft professions were presented. An example of redecoration of the shoemaker’s workshop in Warsaw and also the skilful use of reference to the long tradition and history in the goldsmith’s workshop in Kluczbork were described. Finally the perspective of Lower Silesia in terms of support for endangered craft professions was discussed

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