Marketing for culture and the arts

Contributing to the sustainability of nonprofit arts organizations.

Authors

  • Gracia María González Pérez Escuela de Comunicación Mónica Herrera.

Keywords:

Performing Arts-Advertising-Research, Culture-Publicity-El Salvador-Research, Marketing

Abstract

This study’s intent is to contribute to the sustainability of all organizations dedicated to the scenic arts, and to help promote their long term growth, basing its analysis in El Salvador’s reality. The document explores the basic issues of said organizations and suggests setting marketing into motion to contribute to their strengthening. Research took place on secondary sources for marketing tools which may be implemented and adapted to El Salvador, based on the information available on the sector as well as the different perspectives of art directors. This work addresses six large areas: culture and arts, audiences, brand identity, the marketing mix for culture and arts, as well as enhancing target audience loyalty and metrics.

ECMH ABIERTA_AT_N9-2015-31-38.

References

Azuela Flores, J. I., Sanzo Pérez, M. J. y Fernández Blando, V. (2010). El marketing de la cultura y las artes: una evolución.

Revista Nacional de Administración, 1(1), 23-36.

Andrea, C. (2012). Attending Live Performing Arts Experiences, why and how is the decision taken? Economic Science Series, 1119-1126.

Bernstein, J. S. (2014). Standing Room Only: Marketing Insights for Engaging Performing Arts Audiences (2.da edición). New York, United States of America: Palgrave Macmillan.

Colbert, F., y Cuadrado, M. (2003). Marketing de las artes y la cultura. Barcelona, España: Ariel.

Cuadrado García, M. y Bereguer Contrí, G. (s/f). El comportamiento del consumidor de actividades culturales en vivo.

Domínguez Doncel, A. y Muñoz Vera, G. (2010). Métricas del marketing. Madrid, España: ESIC Editorial.

Fundación Santillana. Educación artística, cultura y ciudadanía. Madrid, España: Organización de Estados Americanos, OEI.

Lambin, J. J., Galluci, C. y Sicurello, C. (2009). Dirección de marketing. (R. A. Alayón. Ed.) México: McGraw Hill/Interamericana Editores, S. A. de C. V.

Myer, K. (2009). Beyond Branding: Contemporary Marketing Challenges for Arts Organizations.

In R. Rentschler (Ed.), Kenneth Myer Lecture of the George Fairfax Fellowship. Deakin University AustraliaRentschler, R., Radbourne, J., Carr, R., & Rickard, J. (2002). Relationship marketing, audience retention and performing arts organization viability. International Journal of Nonprofit and Voluntary Sector Marketing, 7(2), 118-130.

Downloads

Published

2015-12-31

How to Cite

González Pérez, G. M. (2015). Marketing for culture and the arts: Contributing to the sustainability of nonprofit arts organizations. Abierta Anuario De Investigación, (9), p. 31–37. Retrieved from https://revistaabierta.monicaherrera.edu.sv/index.php/abierta/article/view/39

Issue

No. 9 (2015): Emerging solutions

Section

Thesis article

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

All texts published in Revista Abierta Anuario de Investigación, without exception, are distributed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0 International) license, which allows third parties to use what is published as long as they mention the authorship of the work to the journal as the first medium in which it was published.