Marketing management in culture and arts
Marketing menadžment u kulturi i umetnosti
Abstract
The paths of economics and arts have long crossed and so established a relationship grows increasingly intensive and important for both parties; hence, the awareness of the need for a scientific management of business is ever more present not only in economic but also in cultural activities. The principles, methods and techniques of management in the cultural institutions in Serbia, however, are not imple-mented to a satisfactory degree, the consequence of which are high costs of production and an uneconomical use of available resources. It is in this context that the implementation of marketing management in culture and arts plays a significant role, primarily in the domain of sales, based on a thorough and continual market research. If an artistic product fails to reach those it is meant for, is loses not only its purpose and its artistic value, but also its position on the market which would otherwise enable higher income from sales, a condition for survival and future development of arts organisations. The basic goal of a successful marketing in culture is popularisation of art, satisfaction of consumers‘ cultural needs and requirements, attracting audiences and earning their loyalty on a long-term basis, where the sales themselves as a purely economic reason become a primary task, though this must not be the predominant nor the only motive of cultural institutions.
Apstrakt
Putevi ekonomije i umetnosti odavno su se ukrstili, a tako uspostavljeni odnos iz dana u dan sve je intenzivniji i značajniji za obe strane, pa je, pored privrednih, i u kulturnim delatnostima svest o potrebi naučnog upravljanja poslovanjem sve prisutnija. Međutim, u kulturnim ustanovama u Srbiji načela i principi, metode i tehnike menadžmenta ne primenjuju se u dovoljnoj meri, što za posledicu ima visoke troškove produkcije i neracionalnu upotrebu raspoloživih resursa. U tom kontekstu, u negativnom smislu, posebno značajnu ulogu ima nedovoljna implementacija marketing menadžmenta u kulturi i umetnosti, prvenstveno u domenu prodaje, zasnovana na temeljnom i kontinuiranom istraživanju tržišta. Pri tome, osnovni cilj uspešnog marketinga u kulturi i umetnosti je popularisanje umetnosti, zadovoljenje kulturnih potreba i želja korisnika, dugoročno pridobijanje publike i održavanje njene lojalnosti, s tim da sama prodaja kao čisto ekonomski razlog jeste prvenstveni zadatak, ali ne sme biti prevashodni i jedini motiv kulturnih institucija.
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