Positioning strategies of cultural institutions : a renewal of the offer in the face of shifting consumer habits

Abstract : One conclusion is widely shared by the practitioners in the cultural sector: consumer relations with cultural products and services have changed. This paper provides a trend marketing analysis of various areas (theatres and performing arts organizations, museums, cultural events, cultural industries, etc.) so as to better understand this “new” cultural consumer. Seven contemporary trends are examined. Each is defined and then illustrated by innovative offers from cultural organizations. Their appraisal by more than a hundred cultural-sector practitioners in France is presented.
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Journal articles
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Contributor : Rémi Mencarelli <>
Submitted on : Monday, September 14, 2009 - 9:00:35 AM
Last modification on : Friday, June 8, 2018 - 2:50:08 PM

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Mathilde Pulh, Séverine Marteaux, Rémi Mencarelli. Positioning strategies of cultural institutions : a renewal of the offer in the face of shifting consumer habits. International Journal of Arts Management, HEC Montréal. Chair in Arts Management, 2008, 10 (3), pp.4-20. ⟨hal-00416367⟩

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