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Quel marketing pour les entreprises culturelles européennes ou comment renouveler l'offre face à une consommation en mouvement ?

Author

Listed:
  • Séverine Marteaux

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Rémi Mencarelli

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Mathilde Pulh

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

Abstract

A conclusion is widely shared by the professionals of cultural sector: the consumers' motivations have changed and especially, their relation with the cultural products and services. This article seeks to analyse different trends applied to various fields of cultural sector (live shows, museums, cultural industries...) in order to improve the understanding of this "new" cultural audience. We define and illustrate each seven consumption orientations. Finally, we make evaluate each tendency by professionals of the cultural field.

Suggested Citation

  • Séverine Marteaux & Rémi Mencarelli & Mathilde Pulh, 2006. "Quel marketing pour les entreprises culturelles européennes ou comment renouveler l'offre face à une consommation en mouvement ?," Post-Print hal-00416398, HAL.
    • Handle: RePEc:hal:journl:hal-00416398
    as

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