Culture Management
Lukasz Wroblewski
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Lukasz Wroblewski, Culture Management (2017), Logos Verlag, Berlin, ISBN: 9783832593179
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Beschreibung / Abstract
``Dr Lukasz Wróblewski's book Culture Management: Strategy and Marketing Aspects clearly recognises that the pressures on the cultural sector in the 21st Century are greater than ever before. Based on robust academic research within a practical industry context, this book addresses all the key issues related to marketing strategy and planning for the cultural industries. It will be an invaluable tool for managers, policy-makers and all those working in the creative and cultural world, and will help them to develop sound strategies for the future.''
Dr Kim Lehman Tasmanian School of Business and Economics, University of Tasmania
``Dr Wróblewski's book explains clearly what has changed to make the use of business models necessary, even in organizations which might have resisted in the past. Globalization has resulted in a population which understands and appreciates art and culture created in other countries. While it might be agreed that this is beneficial for society, it means that cultural arbitrators within a country no longer have the authority to dictate what is accepted as culture. Managers now understand that to gain the support of the public they must explain the benefits of consuming their cultural product.''
Dr Bonita M. Kolb Professor Emeritus of Lycoming College in Pennsylvania
``A thoughtful and penetrating analysis of culture management addressing marketing strategies and cultural institutions. An important `must read' book for those involved in this exciting sector.''
Prof Adrian Payne University of UNSW Business School, University of New South Wales
Dr Kim Lehman Tasmanian School of Business and Economics, University of Tasmania
``Dr Wróblewski's book explains clearly what has changed to make the use of business models necessary, even in organizations which might have resisted in the past. Globalization has resulted in a population which understands and appreciates art and culture created in other countries. While it might be agreed that this is beneficial for society, it means that cultural arbitrators within a country no longer have the authority to dictate what is accepted as culture. Managers now understand that to gain the support of the public they must explain the benefits of consuming their cultural product.''
Dr Bonita M. Kolb Professor Emeritus of Lycoming College in Pennsylvania
``A thoughtful and penetrating analysis of culture management addressing marketing strategies and cultural institutions. An important `must read' book for those involved in this exciting sector.''
Prof Adrian Payne University of UNSW Business School, University of New South Wales
Inhaltsverzeichnis
- BEGINN
- Foreword
- Introduction
- 1 The meaning and essence of the cultural sector
- 1 Culture and its divisions
- 2 Relationships between culture, cultural industries, and creative industries
- 3 Typology of cultural institutions
- 4 Culture and its industries as factors stimulating socio-economic development
- References
- 2 Conditions for the development of marketing in organizations in the cultural sector
- 1 Conditions for the application of marketing in culture and cultural industries
- 2 The concept and objectives of marketing in culture
- 3 Typical objections to marketing in culture
- 4 Model of the marketing concept in the cultural sector
- References
- 3 Strategic and marketing planning in cultural institutions
- 1 The role and importance of mission in cultural institutions
- 2 Strategic objectives and the main directions of development of cultural entities
- 3 Market segmentation in the cultural sector
- 4 Choosing a course of action and marketing instruments
- 5 Models of marketing strategies of cultural institutions in relation to specified target markets
- 6 Problems with the implementation of marketing strategy in entities of the cultural sector
- References
- 4 Marketing strategies based on relationships with key market participants
- 1 The process of forming relationships
- 2 Shaping relationships with consumers of the cultural offer
- 3 Developing relationships with donors
- 4 Developing relationships with employees
- References
- 5 New media and technology in strategic activities of cultural organizations
- 1 Websites in the marketing activities of cultural organizations
- 2 Social media as a tool for marketing communication among entities of the cultural sector
- 3 Possibilities of using holograms and virtual advisors in the cultural sector
- 4 Virtual tours as a modern form of presentation of cultural institutions
- 5 Mobile applications in the cultural sector - case studies
- References
- Summary
- Tables and Figures
- Biographies