MILESTONES IN THE EVOLUTION OF CULTURAL MARKETING AND CURRENT CHALLENGES
Cultural marketing evolved from a set of techniques borrowed from the commercial sector to a relationship-based marketing. This translates into an original, bespoke, and meaningful cultural experience provided to the consumer, while staying true to the objectives advocated by each cultural organizat...
| Main Authors: | , |
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| Format: | Article |
| Language: | fra |
| Published: |
Romanian Foundation for Business Intelligence
2022-07-01
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| Series: | Management Intercultural |
| Subjects: | |
| Online Access: |
http://seaopenresearch.eu/Journals/articles/MI_48_2.pdf
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| _version_ | 1828284733772005376 |
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| author | Elena-Lavinia (PĂTRAȘCU) CIUCULESCU Florin-Alexandru LUCA |
| author_facet | Elena-Lavinia (PĂTRAȘCU) CIUCULESCU Florin-Alexandru LUCA |
| author_sort | Elena-Lavinia (PĂTRAȘCU) CIUCULESCU |
| collection | DOAJ |
| description | Cultural marketing evolved from a set of techniques borrowed from the commercial sector to a relationship-based marketing. This translates into an original, bespoke, and meaningful cultural experience provided to the consumer, while staying true to the objectives advocated by each cultural organization. This article is a literature review aimed at highlighting key phases in the development of marketing in the arts and the cultural events sector. Additionally, the paper analyses some of the challenges that cultural organizations face amidst recent social, economic, and political developments worldwide, such as the Covid-19 pandemic, the aging of the population, or the integration of technology, to name a few. Monitoring these phenomena and adapting marketing strategies to confront the effects of major changes is crucial to the survival and development of cultural entities. |
| first_indexed | 2024-04-13T09:05:07Z |
| format | Article |
| id | doaj.art-0726dcba2119422f93c8cc3bef98a60f |
| institution | Directory Open Access Journal |
| issn | 1454-9980 |
| language | fra |
| last_indexed | 2024-04-13T09:05:07Z |
| publishDate | 2022-07-01 |
| publisher | Romanian Foundation for Business Intelligence |
| record_format | Article |
| series | Management Intercultural |
| spelling | doaj.art-0726dcba2119422f93c8cc3bef98a60f2022-12-22T02:53:01ZfraRomanian Foundation for Business IntelligenceManagement Intercultural1454-99802022-07-01XXIV481722interc:y:2022:i:48:p:17-22MILESTONES IN THE EVOLUTION OF CULTURAL MARKETING AND CURRENT CHALLENGESElena-Lavinia (PĂTRAȘCU) CIUCULESCU0Florin-Alexandru LUCA1 "Transylvania" University of Brasov, Interdisciplinary Doctoral School Technical University "Gheorghe Asachi" of Iasi Cultural marketing evolved from a set of techniques borrowed from the commercial sector to a relationship-based marketing. This translates into an original, bespoke, and meaningful cultural experience provided to the consumer, while staying true to the objectives advocated by each cultural organization. This article is a literature review aimed at highlighting key phases in the development of marketing in the arts and the cultural events sector. Additionally, the paper analyses some of the challenges that cultural organizations face amidst recent social, economic, and political developments worldwide, such as the Covid-19 pandemic, the aging of the population, or the integration of technology, to name a few. Monitoring these phenomena and adapting marketing strategies to confront the effects of major changes is crucial to the survival and development of cultural entities. http://seaopenresearch.eu/Journals/articles/MI_48_2.pdf cultural marketingmarketing in the artscultural events sector |
| spellingShingle | Elena-Lavinia (PĂTRAȘCU) CIUCULESCU Florin-Alexandru LUCA MILESTONES IN THE EVOLUTION OF CULTURAL MARKETING AND CURRENT CHALLENGES Management Intercultural cultural marketing marketing in the arts cultural events sector |
| title | MILESTONES IN THE EVOLUTION OF CULTURAL MARKETING AND CURRENT CHALLENGES |
| title_full | MILESTONES IN THE EVOLUTION OF CULTURAL MARKETING AND CURRENT CHALLENGES |
| title_fullStr | MILESTONES IN THE EVOLUTION OF CULTURAL MARKETING AND CURRENT CHALLENGES |
| title_full_unstemmed | MILESTONES IN THE EVOLUTION OF CULTURAL MARKETING AND CURRENT CHALLENGES |
| title_short | MILESTONES IN THE EVOLUTION OF CULTURAL MARKETING AND CURRENT CHALLENGES |
| title_sort | milestones in the evolution of cultural marketing and current challenges |
| topic | cultural marketing marketing in the arts cultural events sector |
| url |
http://seaopenresearch.eu/Journals/articles/MI_48_2.pdf
|
| work_keys_str_mv | AT elenalaviniapatrascuciuculescu milestonesintheevolutionofculturalmarketingandcurrentchallenges AT florinalexandruluca milestonesintheevolutionofculturalmarketingandcurrentchallenges |