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Peculiarities Of Marketing Communications In Cultural Marketing

Author

Listed:
  • GARDAN, Daniel

    (Faculty of Marketing and International Economic Affairs Spiru Haret University)

  • GEANGU, Iuliana Petronela

    (Faculty of Marketing and International Economic Affairs Spiru Haret University)

Abstract

Extending the application of marketing science specific concepts and principles in various sectors would not have been possible without their gradual evolution, in terms of customization and differentiation tailored for a specific field. This phenomenon regarding marketing evolution in terms of both extensively and intensively way, led to the emergence and consolidation of a set of concepts adapted also for cultural products and services market, or in other words for culture “consumption”. This article highlights a number of marketing communications specific elements, derived from the peculiarities of modern culture consumer and the latest technologies interference in the creation and delivery of cultural products and services. Given the high degree of consumer involvement in relation to the needs that underlie consumption of cultural products and services, as well as the dimension specific for an artistic act in some cases, marketing communications has to respond to particular challenges in the process of building customer-provider relationship.

Suggested Citation

  • GARDAN, Daniel & GEANGU, Iuliana Petronela, 2013. "Peculiarities Of Marketing Communications In Cultural Marketing," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 4(3), pages 77-83.
    • Handle: RePEc:ris:sphecs:0185
    as

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    References listed on IDEAS

    as
    1. David Throsby, 2003. "Determining the Value of Cultural Goods: How Much (or How Little) Does Contingent Valuation Tell Us?," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 27(3), pages 275-285, November.
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    Cited by:

    1. IOSIF, Gabriela, 2014. "Typologies Of Institutional Communication," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 5(1), pages 33-40.
    2. IONESCU, Luminiţa & CALOIAN, Florentin, 2014. "Bureaucracy And Corruption In Public Sector Accounting," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 5(1), pages 17-23.
    3. GHINEA, Ciprian Adrian, 2019. "Rethinking Persuasion In Religious Symbolic Communication: A Marketing Point Of View," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 19(3), pages 101-110.

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    More about this item

    Keywords

    cultural marketing; mobile media marketing; marketing communication; cultural industries; postmodern consumer;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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