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Changes in the approach to marketing and its application in cultural institutions in Poland
Magdalena Sobocińska
Cultural Management: Science and Education 1 No. 1 (2017)
https://doi.org/10.30819/cmse.1-1.05 pp: 49-56 2017-06-20
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Stichworte/keywords: Market for culture, cultural institutions, marketing concept, marketing activities
Cite: APA BibTeX
Sobocińska, M. (2017). Changes in the approach to marketing and its application in cultural institutions in Poland
. Cultural Management: Science and Education, 1 (1), 49-56. doi:10.30819/cmse.1-1.05
@article{Sobocińska_2017,
doi = {10.30819/cmse.1-1.05},
url = {https://doi.org/10.30819/cmse.1-1.05},
year = 2017,
publisher = {Logos Verlag Berlin},
volume = {1},
number = {1},
pages = {49-56},
author = {Magdalena Sobocińska},
title = {Changes in the approach to marketing and its application in cultural institutions in Poland
},
journal = {Cultural Management: Science and Education}
}
Abstract
The approach to culture is undergoing changes that are related to the implementation of
modern management concepts in that area. Marketing that develops as a multi-paradigmatic
category is also being applied. The purpose of the paper is to show the scope of marketing used
by entities that develop a cultural offer in Poland together with an indication of the direction in
which ii is developing. The paper has been based on studies of literature and an analysis of the
selected qualitative and quantitative results of research carried out in the years 2011-2014
within the framework of a research project entitled “Conditions and prospects for developing
market orientation in cultural entities”. Empirical research makes it possible to conclude that
the implementation of marketing rules and marketing activities, which indicate the marketoriented
institution of culture, is accompanied by a trend to increase the scope of the
applications of marketing in the managing entities that develop the cultural offer in Poland.
Abstract, Vita & References (PDF)
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