Jul 10, 2019

Several studies have focused on the marketing mix of goods, but it shouldn’t be neglected that services, through its characteristics, cause major problems for marketers, when adopting appropriate marketing strategies. This problem is prevalent in the field of cultural services, where marketers face the lack of funds to implement appropriate marketing strategies, either an internal system that restricts the possibilities for action, or simply a lack of experience and marketing information applied within cultural services. The purpose of this study is to compress information regarding the characteristics of cultural services and the specific marketing actions used in the field of performing arts, providing thus several directions in knowing and understanding it. Many cultural institutions are still adopting traditional marketing strategies but this approach is not sufficient. New approaches and strategies are required in order to ensure their survival on the cultural market. This paper offers for the reader a literature review of arts marketing and the main issues approached in specialized literature regarding marketing in performing arts. Several ideas based on this survey are formulated in order to improve the marketing strategies adopted by cultural institutions.

This article was published in 2015 for Claudia Maria CACOVEAN (PhD Student Babeş-Bolyai University, Cluj-Napoca, Romania).

Claudia Maria Cacovean

Claudia holds a PhD in Arts Marketing, being a graduate of the Faculty of Economics and Business Administration, Marketing department. Part of her academic research developed during the Phd studies was carried out, as an EU scholar, at the University of Salento, Italy. She has published several relevant articles on Arts Marketing and she participated in both national and international subject-related conferences. In 2015, at the International Conference on Arts and Cultural Management, Doctoral Symposium section, the article submitted by Claudia has been awarded. Her main activities were performed especially in the non-profit sector, both nationally and internationally, for the development, coordination, implementation and promotion of cultural, educational and social projects, including Transylvania International Film Festival (TIFF), Sibiu International Theatre Festival (FITS) and other EU-funded projects.


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