The Marketing Model of Cultural “Going Out”: the Origins and Strategic Path

Min Li ()
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Min Li: Nanjing University of Aeronautics and Astronautics

A chapter in LISS 2014, 2015, pp 1491-1495 from Springer

Abstract: Abstract Based on the analysis of the connotation and origin of the marketing model of cultural ‘going out’ strategy. This paper explores the significant regulatory function of the “going out” strategy of international operation of cultural enterprises, cultural products, cultural brands and creative stars to directly show spread, indirectly reputation effect of the nation image and products & services image. Thus it reveals the specific strategic path for product & service marketing and nation marketing by the manner of culture.

Keywords: Source country effect; Marketing model; National marketing (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-662-43871-8_214

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DOI: 10.1007/978-3-662-43871-8_214

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