PL EN


2012 | 896 | 67-79
Article title

Nowoczesne instrumenty marketingowe wykorzystywane do oddziaływania na odbiorców oferty kulturalnej przez instytucje kultury na rynku Unii Europejskiej

Authors
Title variants
EN
Modern Marketing Tools Used to Influence the Customers of Cultural Offers by Cultural Institutions in the EU Market
Languages of publication
PL
Abstracts
EN
The introduction defines entities that can be considered enterprises of the cultural market. Based on Hirschmann’s model, target audiences of communications on these markets are presented. The seven groups of e-marketing tools proposed by Smith and Chaffey are discussed in detail, along with examples of modern tools used in marketing to communicate with customers of cultural offers. These are complemented with a presentation of ideas and suggestions concerning the content of cultural institutions’ websites included in a document prepared by the EU project, Minerva EC. The following section examines mobile marketing in cultural institutions’ communication. The final section looks at the importance of innovative tools based on digital technology in cultural institutions’ communication with the market.
Contributors
  • Uniwersytet Ekonomiczny w Krakowie, Katedra Marketingu, ul. Rakowicka 27, 31-510 Kraków, Poland, smolent@uek.krakow.pl
References
  • Colbert F. [2007], Marketing Culture and the Arts, HEC, Montreal.
  • Digital Applications For Cultural And Heritage Institutions [2005], red. J. Hemsley, V. Cappellini, G. Stanke, Ashgate Publ., Aldershot.
  • Haig M. [2002], Mobile Marketing: the Message Revolution, Kogan Page, London.
  • Hill L., O’Sullivan C., O’Sullivan T. [2004], Creative Arts, Marketing, Elsevier, Oxford.
  • Hirschman E.C. [1983], Aesthetics, Ideologies and the Limits of the Marketing Concept, „Journal of Marketing”, Vol. 47.
  • Kolb B.M. [2005], Marketing for Cultural Organisations. New Strategies for Attracting Audiences to Classical Music, Dance, Museums, Theatre and Opera; 2nd ed., Thomson, London.
  • Philips A. [2002], SMS Benefits, „Journal of Arts Marketing”, Issue 06, July, 17.
  • Sargeant A., [2009], Marketing Management for Nonprofit Organizations, 3rd ed., Oxford University Press, Oxford.
  • Smith D., Chaffey D. [2008], E-marketing Excellence: At the Heart of E-Business, 2nd ed., Butterworth Heinemann, Elsevier, Oxford.
  • Straubhaar J., Larose R., Davenport L. [2009], Media Now: Understanding Media, Culture, and Technology, Wadsworth Publ. Co, Belmont, Ca.
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-3208daae-fa0b-4bf7-93e2-673cd29dfeb6
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