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Strategie rozwoju produktu w sferze kultury na przykładzie Polskiego Związku Kulturalno-Oświatowego w Republice Czeskiej

100%
Wróblewski Ł.
Kultura i Edukacja
|
2017
|
issue 1(115)
107-118
EN
Looking at the marketing strategies applied by institutions selling culture and education, the main problem is not to forget the nature of the selling product. We are obliged to protect the shape and essence of what we sell much more than selling any other kind of product even if the product is totally uncommercial. That’s why numerous, cultural and educational institutions often aren’t able to find their own place on the still changing market. Some of them offer products intended only for a small group of customers, others support new directions and new forms of products that haven’t got their own type of clients definite yet. So there’s appearing new need to reconciltae what’s irreconcilable, extremly different opinions and need of working out the balance between spectators preferences and organizations ambitions. It looks like the developing product strategies of Polish Cultural and Educational Union in the Czech Republic presented in the paper prove that the balance is possible to reach.
2
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"There is no place like home". The house of Nicolaus Copernicus – the largest preserved Copernican monument in the collection of the District Museum in Toruń and its marketing ramifications

72%
Zdanowski M. T.
Komunikaty Mazursko-Warmińskie
|
2023
|
vol. 323
|
issue 4
665-676
PL
Artykuł poświęcony został prezentacji Domu Mikołaja Kopernika, oddziału Muzeum Okręgowego w Toruniu, w kontekście jego walorów historycznych, komunikacyjnych i marketingowych. Powyższe rozważania dot. w szczególności roku 2023, czyli roku jubileuszowego 550. urodzin Mikołaja Kopernika, który to obchodzony był hucznie w całym kraju, a w sposób szczególny w miastach z Kopernikiem związanych, w tym oczywiście w Toruniu. W tekście zaprezentowany został szeroki wachlarz działań związanych z Domem Mikołaja Kopernika i samym astronomem na wielu płaszczyznach m.in. wystawienniczej, eventowej, edukacyjnej, marketingowej i komunikacyjnej. Opisy te zostały poparte wynikami badań frekwencyjnych i ruchu turystycznego, które w czytelny sposób pokazują potencjał tego miejsca i zainteresowanie nim publiczności.
EN
The article is devoted to the presentation of the Nicolaus Copernicus’ House, a branch of the District Museum in Toruń, in the context of its historical, communication and mar- keting values. The above considerations regarding, in particular, 2023, the 550th anniversary of the birthday of Nicolaus Copernicus, which was celebrated grandly throughout the country especially in cities associated with Copernicus, including Toruń. The text presents a wide range of activities related to the Nicolaus Copernicus House and the astronomer himself on many levels, including exhibition, event, educational, marketing and communication. These descriptions were supported by the results of attendance and tourist traffic surveys, which clearly show the potential of this place and the public’s interest in it.
3

Flash mob jako narzędzie marketingowe. Wykorzystanie psychologii tłumu w promocji instytucji i produktów kultury

51%
Cyrklaff M. J.
Roczniki Naukowe Wyższej Szkoły Bankowej w Toruniu
|
2014
|
issue 13
53-70
EN
Flash mob in its original form meant spontaneous event, initiated in a public space by an unknown group of people. It had entertaining and absurd character and about the time of its commencement completely random people were reported usually through e-mails or text messages. Over time, this particular form of happening evolved and can now be used as an educational tool for sensitizing activation of some important social issues, as well as a marketing tool used in advertising and branding. This article is devoted to the characteristic of flash mobs as a tools of promotion of the institutions, services and cultural products. At the beginning in the article were described the evolution and structure of flash mobs and then were given examples of flash mobs in marketing activities in the field of art and culture. At the end of the article were presented guidelines related to the use of flash mobs in a business field.
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