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Internet Marketing in Cultural Industries: from movie to arts

Author

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  • Besana, Angela

Abstract

Marketing skills have been developed by firms of several cultural industries for more than three decades. From movie companies to performing arts, from museums to art fairs, every stakeholder has adopted and is going to implement innovative communication strategies. Digital advertising and e-fundraising might represent the boundaries of the present and the future of cultural promotion. First of all we will explore the impact of Information and Communication Technologies in the Cultural (creative) industries, particularly referring to the benefits of visibility and improvements in communication strategies. Then we will give evidence of the impact of ICT in the movie industry, whose budget are mainly conspicuous and today targeted to the Digital Movie, above all the USA Digital Movie. Performing arts seem to be theatrical arts not subject to digital transformation, neither in contents nor in media. Italian Symphony Orchestras do really show a meaningful trend in ICT and digital marketing development. The final research’s goal is to produce a sort of classification of innovative marketing activities in the creative market, based on homogeneous elements.

Suggested Citation

  • Besana, Angela, 2010. "Internet Marketing in Cultural Industries: from movie to arts," MPRA Paper 19825, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:19825
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    Keywords

    marketing; internet; digital; movie; orchestra;

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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