Quel marketing pour les entreprises culturelles européennes ou comment renouveler l'offre face à une consommation en mouvement ?

Séverine Marteaux (), Rémi Mencarelli () and Mathilde Pulh ()
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Séverine Marteaux: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique
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: A conclusion is widely shared by the professionals of cultural sector: the consumers' motivations have changed and especially, their relation with the cultural products and services. This article seeks to analyse different trends applied to various fields of cultural sector (live shows, museums, cultural industries...) in order to improve the understanding of this "new" cultural audience. We define and illustrate each seven consumption orientations. Finally, we make evaluate each tendency by professionals of the cultural field.

Keywords: consumption tendencies; cultural supply; tendances de consommation; offre culturelle; trend marketing (search for similar items in EconPapers)
Date: 2006
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Published in 1er Workshop Arts, Culture et Management en Europe, 2006, Neuchâtel, Suisse

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00416398

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