• All Resource types
  • All objectives
  • All languages
  • SEARCH

Resources

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).


El fenómeno de la participación social, impulsado por el auge de las nuevas tecnologías, ha planteado un nuevo escenario y nuevos interrogantes para los profesionales y teóricos del museo. Para muchos de ellos, la participación se ha convertido en un pilar del nuevo paradigma del siglo XXI, en el que la co-creación desempeña un papel fundamental. Sin embargo, la terminología que rodea la participación en las artes se encuentra en un estado de cambio y tanto el concepto de participación como el de co-creación son conceptos ambiguos y son múltiples los usos e interpretaciones que se les otorgan. Este artículo se propone reflexionar sobre el binomio museo y co-creación a partir de una extensa revisión bibliográfica.

Artículo de Macarena Cuenca-Amigo Universidad de Deusto y Zaloa Zabala-Inchaurraga Universidad Yasar (Turquía) en la revista HER&MUS (Heritage and Museography) publicado en septiembre 2018. 


Oct 30, 2018

Maria came this October as visiting expert from Portugal to the Twin Track Programme promoted in Madrid, Spain, by the University of Deusto.  Her views were included as part of the "Introduction to Audience Development" module of the course in October 2018.

 

 


Oct 30, 2018

Cristina Da Milano on the meaning of audience development in today’s world for the Expert Degree in Cultural Audiences and  Expert Degree in Publics' Strategies (University of Deusto).

 


Join us