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Peculiarities of marketing communications in cultural marketing

Annals of Spiru Haret University. Economic Series

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Field Value
 
Title Peculiarities of marketing communications in cultural marketing
 
Creator Gardan, Daniel
Geangu, Petronela Iuliana
 
Subject cultural marketing, mobile media marketing, marketing communication, cultural industries, postmodern consumer
M31, M37
 
Description Extending the application of marketing science specific concepts and principles in various sectors would not have been possible without their gradual evolution, in terms of customization and differentiation tailored for a specific field. This phenomenon regarding marketing evolution in terms of both extensively and intensively way, led to the emergence and consolidation of a set of concepts adapted also for cultural products and services market, or in other words for culture “consumption”.This article highlights a number of marketing communications specific elements, derived from the peculiarities of modern culture consumer and the latest technologies interference in the creation and delivery of cultural products and services.Given the high degree of consumer involvement in relation to the needs that underlie consumption of cultural products and services, as well as the dimension specific for an artistic act in some cases, marketing communications has to respond to particular challenges in the process of building customer-provider relationship.
 
Publisher Editura Fundatiei Romania de Maine
 
Contributor —
 
Date 2016-09-20
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier http://anale.spiruharet.ro/index.php/economics/article/view/1337
 
Source Annals of Spiru Haret University. Economic Series; Vol 13, No 3 (2013); 78-84
2393-1795
 
Language eng
 
Relation http://anale.spiruharet.ro/index.php/economics/article/view/1337/609-13-3-PB.pdf
 
Coverage —
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Rights http://creativecommons.org/licenses/by-nc-sa/4.0