Cultural marketing

from Wikipedia, the free encyclopedia

Under cultural marketing , the adaptation of the rules of is marketing to the specific action areas of art and culture understood.

The first publications on cultural marketing appeared in the 1980s in English-speaking countries. In the German-speaking countries, Müller-Hagedorn was the first author to address the role of marketing-oriented action for non-profit cultural companies in the early 1990s.

Definition of cultural marketing

There is no definitive definition of cultural marketing, but some authors have described cultural marketing from their point of view.

“Cultural marketing in public cultural establishments is the art of reaching those market segments or target groups that can be promisingly interested in the cultural product by adding the corresponding exchange properties (e.g. price, advertising, sales, service, etc.) to the artistic product or the cultural performance as optimally as possible in order to bring this successfully into contact with a corresponding number of customers and to achieve the goals that are in line with the general objectives of the cultural establishment. "
“Non-profit marketing (and also marketing for public institutions) is a specific mindset. It is concretized in the analysis, planning, implementation and control of all internal and external activities that aim to improve financial, employee-related activities by aligning them to the benefits and expectations of the stakeholders (beneficiaries, payers, members, donors, sponsoring partners, the public ...) and in particular to achieve task-related goals of the non-profit organization. "

Task of cultural marketing

Michaela Reimann and Susanne Rockweiler write about this aspect of marketing:

"The task of cultural marketing is to keep culture alive, to translate and communicate it and to give artists the freedom they need for their concerns."

There are now courses on this aspect, as well as work projects loosely connected to universities.

literature

  • Manfred Bruhn: Marketing for Nonprofit Organizations. Kohlhammer, Stuttgart 2005.
  • Francois Colbert: Marketing Culture and the Arts. Montreal 1994.
  • Werner Heinrichs, Armin Klein: Cultural Management from A to Z. DTV, Munich 2001.
  • Armin Klein: Culture Marketing. The marketing concept for cultural businesses. DTV, Munich 2001.
  • Armin Klein: Visitor loyalty in the cultural sector. West German Publishing House, Wiesbaden 2003.
  • Armin Klein (Ed.): Compendium Culture Management. Vahlen, Munich 2004.
  • Armin Klein (Ed.): Strong brands in the cultural sector. Anthology for the congress "Forum Kulturmarketing: Strong Brands" in May 2006. Nomos, Baden-Baden 2007.
  • Friedrich Loock, Oliver Scheytt (ed.): Handbook of cultural management and cultural policy. Raabe, Berlin 2006.
  • Michaela Reimann, Susanne Rockweiler: Handbook of Culture Marketing . Cornelsen, Berlin 2005.
  • Vera Schlemm: Database Marketing in the Culture Industry. Transcript, Bielefeld 2003.
  • Petra Schuck-Wersig, Gernor Wersig: Museum Marketing in the USA. New tendencies and manifestations. Leske and Budrich, Opladen 1999.
  • Johannes Wenzel: Customer Relationship Management in cultural marketing: Implementation of customer orientation. VDM, Saarbrücken 2008.

Web links

Individual evidence

  1. ↑ Armin Klein: Culture Marketing. DTV, Munich 2001, p. 40
  2. ^ Francois Colbert: Marketing Culture and the Arts. Montreal 1994, p. 22
  3. ^ Manfred Bruhn: Marketing for Nonprofit Organizations. Kohlhammer, Stuttgart 2005, p. 63
  4. ↑ Reimann, rock Weiler: Manual cultural marketing. Cornelsen, Berlin 2005, p. 30
  5. ↑ Master's degree in cultural management / cultural marketing on the website of the Harz and Merseburg universities
  6. ↑ ppt lecture October 29, 2008 for the Goethe-Institut Riga / Latvia, http://slideplayer.org/slide/211250/