Warianty tytułu
Products of Culture - a Marketing Description
Języki publikacji
Abstrakty
Zadaniem pracy jet przybliżenie specyficznych właściwości produktów na rynku kultury z punktu widzenia marketingowej koncepcji produktu. Omówiono rodzaje potrzeb, jakie konsumenci za pomocą tych produktów zaspokajają. Zaprezentowano również znaczenie marketingu w działalności instytucji oferujacych wspomniane produkty i usługi.
Products of culture are a specific type of product that the author defines in the introductory section of this article. Next, the author describes elements of products of culture, based on the marketing concept of products as advanced by T. Levitt. Products of culture, as services, are analysed according to their characteristic features: intangibility, indivisibility, uniqueness and transience. In the next section, the author presents a hierarchical classification of needs met by consumers of products of culture, using an adaptation of A. Maslow's needs pyramid. The author contends that it is essential to adapt the marketing operations of institutions functioning in this specific market, by noting their - up until very recently - ambivalent attitude to the concept of marketing itself. In preparing this article, the author used information from literature in English. (original abstract)
Słowa kluczowe
Rocznik
Numer
Strony
87--100
Opis fizyczny
Twórcy
autor
Bibliografia
- Arts Council of Great Britain. A Creative Future: The Way Forward for the Arts, Crafts and Media in England, Her Majesty's Stationery Office, 1993.
- Arts Marketing, ed. F. Kerngan, P. Fraser, M. Ozbilgin, Eisevier, Butterworth-Heinemann, Oxford 2004.
- Bateson R., Managing Services Marketing: Text and Readings, Dryden Press, Orlando 1989.
- Bjorkegren D., The Culture Business, Routledge, London 1996.
- Chong D., Arts Management, Routledge, London 2002.
- Cowen T., In Praise of Commercial Culture, Harvard University Press, Cambridge Mass. 2000.
- Diggle. K., Arts Marketing, Rhinegold Pubi., London 1994.
- Hesmondhalgh D., The Cultural Industry, Sage Pubi., London 2002.
- Hill E., O'Sullivan C, O'Sullivan Т., Creative Arts Marketing, Butterworth Heinemann, Oxford 1997.
- Kolb В., Marketing Cultural Organizations. New Strategies for Attracting Audiences to Classical Music, Dance, Museums, Theatre and Opera, Oak Tree Press, Dublin 2000.
- Kotler P., Andreasen A., Strategic Marketing for Non-profit Organizations, Prentice Hall, Englewood Cliffs, New York 1991.
- Kotler P., Scheff J., Standing Room Only. Strategies for Marketing the Performing Arts, Harvard Business School Press, Boston 1997.
- NOP Market Research, Report on Qualitative Research Into the Public's Attitudes to the Arts, „The Arts Council of Great Britain" 1991.
- Payne A., Marketing usług, PWE, Warszawa 1996.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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