Quel marketing pour les entreprises culturelles européennes ou comment renouveler l'offre face à une consommation en mouvement ?

Abstract : A conclusion is widely shared by the professionals of cultural sector: the consumers' motivations have changed and especially, their relation with the cultural products and services. This article seeks to analyse different trends applied to various fields of cultural sector (live shows, museums, cultural industries...) in order to improve the understanding of this "new" cultural audience. We define and illustrate each seven consumption orientations. Finally, we make evaluate each tendency by professionals of the cultural field.
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Conference papers
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https://hal.archives-ouvertes.fr/hal-00416398
Contributor : Rémi Mencarelli <>
Submitted on : Monday, September 14, 2009 - 9:56:34 AM
Last modification on : Friday, June 8, 2018 - 2:50:08 PM

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Séverine Marteaux, Rémi Mencarelli, Mathilde Pulh. Quel marketing pour les entreprises culturelles européennes ou comment renouveler l'offre face à une consommation en mouvement ?. 1er Workshop Arts, Culture et Management en Europe, 2006, Neuchâtel, Suisse. ⟨hal-00416398⟩

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