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Art in a system of social marketing: the experience of communication of Russian companies with society

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  • Larisa Piskunova
  • Liudmila Starostova

Abstract

Companies today actively use technologies of social marketing in their communication with society. There are different forms of manifestation of corporate social responsibility: charity programs, significant for society initiatives, willingness to cooperate with partners in social projects. Various forms of support for arts also become a part of social communications of companies (corporate art collections, museums of contemporary and classical art, participating in thematic exhibition projects). This can be interpreted as a modern form of the traditional patronage as a social institution of supporting arts. Despite the apparent similarity of the external features of the traditional patronage and some forms of social responsibility of business, value-motivational aspects of such business initiatives remain unclear for researchers. The article summarises the results of the study of value-motivation schemes of Ural businessmen-philanthropists and identifies mechanisms of transformation of philanthropy institute in the field of modern social communications.

Suggested Citation

  • Larisa Piskunova & Liudmila Starostova, 2015. "Art in a system of social marketing: the experience of communication of Russian companies with society," International Journal of Business Performance Management, Inderscience Enterprises Ltd, vol. 16(4), pages 407-420.
    • Handle: RePEc:ids:ijbpma:v:16:y:2015:i:4:p:407-420
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    Cited by:

    1. Cudny Waldemar & Horňák Marcel, 2016. "The tourist function in a car factory Audi Forum Ingolstadt example," Bulletin of Geography. Socio-economic Series, Sciendo, vol. 33(33), pages 23-28, September.

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