Art in a system of social marketing: the experience of communication of Russian companies with society

Larisa Piskunova and Liudmila Starostova

International Journal of Business Performance Management, 2015, vol. 16, issue 4, 407-420

Abstract: Companies today actively use technologies of social marketing in their communication with society. There are different forms of manifestation of corporate social responsibility: charity programs, significant for society initiatives, willingness to cooperate with partners in social projects. Various forms of support for arts also become a part of social communications of companies (corporate art collections, museums of contemporary and classical art, participating in thematic exhibition projects). This can be interpreted as a modern form of the traditional patronage as a social institution of supporting arts. Despite the apparent similarity of the external features of the traditional patronage and some forms of social responsibility of business, value-motivational aspects of such business initiatives remain unclear for researchers. The article summarises the results of the study of value-motivation schemes of Ural businessmen-philanthropists and identifies mechanisms of transformation of philanthropy institute in the field of modern social communications.

Keywords: social marketing; patronage; philanthropy; socially responsible business; social communication; art management; Russia; corporate social responsibility; CSR; support for the arts; value motivation; business philanthropists. (search for similar items in EconPapers)
Date: 2015
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