Comment positionner l'offre culturelle ? De la compréhension de la relation personne – objet à l'intégration du lieu de consommation

Abstract : This article seeks to answer the strategic question of the cultural institutions positioning by insisting on the need, on the one hand, for analyzing the total relation between the consumer and the cultural object (central road of positioning definition) and, on the other hand, for considering the role of the cultural place (peripheral road). We will be able to consider that the ways of differentiation are multiple and correspond to a conceptualization of the ambivalent cultural experience.
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Conference papers
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https://hal.archives-ouvertes.fr/hal-00416392
Contributor : Rémi Mencarelli <>
Submitted on : Monday, September 14, 2009 - 9:48:33 AM
Last modification on : Friday, June 8, 2018 - 2:50:08 PM

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Rémi Mencarelli, Mathilde Pulh. Comment positionner l'offre culturelle ? De la compréhension de la relation personne – objet à l'intégration du lieu de consommation. Colloque les nouvelles tendances du marketing ESCP – EAP, 2005, Paris, France. pp./. ⟨hal-00416392⟩

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