Repository logo
 
Publication

The cultural marketing in the relational management: a preliminary minho cultural approach

2019Conference object Open access
Simple item page
dc.contributor.authorSilva, Armandina
dc.contributor.authorSousa, Bruno Miguel
dc.contributor.authorFernandes, Paula Odete
dc.date.accessioned2021-10-15T10:23:44Z
dc.date.available2021-10-15T10:23:44Z
dc.date.issued2019
dc.description.abstractThe cultural sector is as complex and varied as the concept of culture itself. Building on the rapid and profound technological changes of the early 21st century, creative economy has emerged, spurred by globalisation and the rapid sharing of information. In Portugal, the cultural and creative sector is experiencing growing momentum, thus making a positive contribution to increase the country’s wealth and foster job creation. Therefore, this study aims to understand the importance of cultural marketing to relationship management and customer loyalty. Particularly, it intends to learn how relationships between the various stakeholders are established, and what kind of actions are developed by cultural organisations to raise and retain public interest, as well as their impact. The methodology used was a case study, which combines qualitative and quantitative approaches, based on document analysis, semi-structured interviews, and a survey on cultural habits, all tied with the Cartão Quadrilátero Cultural (CQC) [Quadrilateral Cultural Card]. Results seem to show that general marketing principles have been adopted by cultural organisations due to the different advantages they offer, namely, boosting funding sources, improving customer acquisition and loyalty, and increasing brand value. From the answers provided by the 305 CQC-holding respondents that constitute the study sample, one may conclude that there is satisfaction and loyalty, and 69% are consumers-promoters. The present research focuses only on cultural equipment for the performing arts, and therefore it does not cover other cultural sectors. It employs an interdisciplinary perspective, with contributions to management (of cultural services) and marketing (i.e., cultural touring and circulation of audiences). In order to further this study and facilitate the comparison of results, it should be extended to other cultural sectors (e.g., museums). This study intends to contribute to the development of scientific knowledge in the area of cultural and relationship marketing.pt_PT
dc.description.sponsorshipThis work is funded by National Funds through the Foundation for Science and Technology under the project UID/GES/04752/2019.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSilva, Armandina; Sousa, Bruno; Fernandes, Paula O. (2019).The cultural marketing in the relational management: a preliminary minho cultural approach. In 33rd International Business Information Management Association Conference. Granada. p. 4780-4787pt_PT
dc.identifier.urihttp://hdl.handle.net/10198/24035
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.relationUnidade de Investigação Aplicada em Gestão
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectCulturept_PT
dc.subjectCreative economypt_PT
dc.subjectCultural marketingpt_PT
dc.subjectLoyaltypt_PT
dc.subjectRelationshipspt_PT
dc.titleThe cultural marketing in the relational management: a preliminary minho cultural approachpt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.awardTitleUnidade de Investigação Aplicada em Gestão
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FGES%2F04752%2F2019/PT
oaire.citation.title33rd International Business Information Management Association Conferencept_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameFernandes
person.givenNamePaula Odete
person.identifierN-3804-2013
person.identifier.ciencia-id991D-9D1E-D67D
person.identifier.orcid0000-0001-8714-4901
person.identifier.scopus-author-id35200741800
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication2269147c-2b53-4d1c-bc1b-f1367d197262
relation.isAuthorOfPublication.latestForDiscovery2269147c-2b53-4d1c-bc1b-f1367d197262
relation.isProjectOfPublication6bb4321e-8829-4e9e-b2fe-a3c2602ee0cf
relation.isProjectOfPublication.latestForDiscovery6bb4321e-8829-4e9e-b2fe-a3c2602ee0cf

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
Relational Management.pdf
Size:
419.04 KB
Format:
Adobe Portable Document Format
Download

Collections

ESTiG - Publicações em Proceedings Indexadas à WoS/Scopus