Culture management : strategy and marketing aspects
Wróblewski, Łukasz
Culture management : strategy and marketing aspects / Łukasz Wróblewski ; foreword by Bonita M. Colb - 1 online resource (191 pages) : illustrations
Includes bibliographical references.
Chapter 1. The meaning and essence of the cultural sector Culture and its divisions Relationships between culture, cultural industries, and creative industries Typology of cultural institutions Culture and its industries as factors stimulating socio-economic development Chapter 2. Conditions for the development of marketing in organizations in the cultural sector Conditions for the application of marketing in culture and cultural industries The concept and objectives of marketing in culture Typical objections to marketing in culture Model of the marketing concept in the cultural sector Chapter 3. Strategic and marketing planning in cultural institutions The role and importance of mission in cultural institutions Strategic objectives and the main directions of development of cultural entities Market segmentation in the cultural sector Choosing a course of action and marketing instruments Models of marketing strategies of cultural institutions in relation to specified target markets Problems with the implementation of marketing strategy in entities of the cultural sector Chapter 4. Marketing strategies based on relationships with key market participants The process of forming relationships Shaping relationships with consumers of the cultural offer Developing relationships with donors Developing relationships with employees Chapter 5. New media and technology in strategic activities of cultural organizations Websites in the marketing activities of cultural organizations Social media as a tool for marketing communication among entities of the cultural sector Possibilities of using holograms and virtual advisors in the cultural sector Virtual tours as a modern form of presentation of cultural institutions Mobile applications in the cultural sector - case studies
9783832543785
Culture
Electronic Books
Culture management : strategy and marketing aspects / Łukasz Wróblewski ; foreword by Bonita M. Colb - 1 online resource (191 pages) : illustrations
Includes bibliographical references.
Chapter 1. The meaning and essence of the cultural sector Culture and its divisions Relationships between culture, cultural industries, and creative industries Typology of cultural institutions Culture and its industries as factors stimulating socio-economic development Chapter 2. Conditions for the development of marketing in organizations in the cultural sector Conditions for the application of marketing in culture and cultural industries The concept and objectives of marketing in culture Typical objections to marketing in culture Model of the marketing concept in the cultural sector Chapter 3. Strategic and marketing planning in cultural institutions The role and importance of mission in cultural institutions Strategic objectives and the main directions of development of cultural entities Market segmentation in the cultural sector Choosing a course of action and marketing instruments Models of marketing strategies of cultural institutions in relation to specified target markets Problems with the implementation of marketing strategy in entities of the cultural sector Chapter 4. Marketing strategies based on relationships with key market participants The process of forming relationships Shaping relationships with consumers of the cultural offer Developing relationships with donors Developing relationships with employees Chapter 5. New media and technology in strategic activities of cultural organizations Websites in the marketing activities of cultural organizations Social media as a tool for marketing communication among entities of the cultural sector Possibilities of using holograms and virtual advisors in the cultural sector Virtual tours as a modern form of presentation of cultural institutions Mobile applications in the cultural sector - case studies
9783832543785
Culture
Electronic Books