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Milestones In The Evolution Of Cultural Marketing And Current Challenges

Author

Listed:
  • Elena-Lavinia (PĂTRAȘCU) CIUCULESCU

    ("Transylvania" University of Brasov, Interdisciplinary Doctoral School)

  • Florin-Alexandru LUCA

    (Technical University "Gheorghe Asachi" of Iasi)

Abstract

Cultural marketing evolved from a set of techniques borrowed from the commercial sector to a relationship-based marketing. This translates into an original, bespoke, and meaningful cultural experience provided to the consumer, while staying true to the objectives advocated by each cultural organization. This article is a literature review aimed at highlighting key phases in the development of marketing in the arts and the cultural events sector. Additionally, the paper analyses some of the challenges that cultural organizations face amidst recent social, economic, and political developments worldwide, such as the Covid-19 pandemic, the aging of the population, or the integration of technology, to name a few. Monitoring these phenomena and adapting marketing strategies to confront the effects of major changes is crucial to the survival and development of cultural entities.

Suggested Citation

  • Elena-Lavinia (PĂTRAȘCU) CIUCULESCU & Florin-Alexandru LUCA, 2022. "Milestones In The Evolution Of Cultural Marketing And Current Challenges," Management Intercultural, Romanian Foundation for Business Intelligence, Editorial Department, issue 48, pages 17-22, July.
    • Handle: RePEc:cmj:interc:y:2022:i:48:p:17-22
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    More about this item

    Keywords

    Cultural marketing; Marketing in the arts; Cultural events sector;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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