Comment positionner l'offre culturelle ? De la compréhension de la relation personne – objet à l'intégration du lieu de consommation

Rémi Mencarelli () and Mathilde Pulh ()
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Rémi Mencarelli: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique
Mathilde Pulh: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article seeks to answer the strategic question of the cultural institutions positioning by insisting on the need, on the one hand, for analyzing the total relation between the consumer and the cultural object (central road of positioning definition) and, on the other hand, for considering the role of the cultural place (peripheral road). We will be able to consider that the ways of differentiation are multiple and correspond to a conceptualization of the ambivalent cultural experience.

Keywords: positionnement; expérience culturelle; relation personne-objet; valeur de consommation; environnement physique; positioning; cultural experiment; relation individual-object; consumption value; physical environment (search for similar items in EconPapers)
Date: 2005
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Published in Colloque les nouvelles tendances du marketing ESCP – EAP, 2005, Paris, France. pp./

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00416392

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