Peculiarities of marketing communications in cultural marketing

Daniel Gardan, Petronela Iuliana Geangu


Extending the application of marketing science specific concepts and principles in various sectors would not have been possible without their gradual evolution, in terms of customization and differentiation tailored for a specific field. This phenomenon regarding marketing evolution in terms of both extensively and intensively way, led to the emergence and consolidation of a set of concepts adapted also for cultural products and services market, or in other words for culture consumption”.

This article highlights a number of marketing communications specific elements, derived from the peculiarities of modern culture consumer and the latest technologies interference in the creation and delivery of cultural products and services.

Given the high degree of consumer involvement in relation to the needs that underlie consumption of cultural products and services, as well as the dimension specific for an artistic act in some cases, marketing communications has to respond to particular challenges in the process of building customer-provider relationship.


cultural marketing, mobile media marketing, marketing communication, cultural industries, postmodern consumer

Full Text:



Brassington Frances, Pettitt Sthepen (2006), Principles of Marketing, fourth edition, Pearson Education Limited, Harlow.

Cant M.C., Strydom J.W., Jooste C.J., Du Plessis P.J. (2009), Marketing management, Fifth edition, Juta Academic, Cape Town.

Cătoiu Iacob, Teodorescu Nicolae (2004), Comportamentul consumatorului, Uranus, Bucharest.

Dima Eugenia (coordinator) (2007), DEXI-Dicţionar explicativ ilustrat al limbii române, Editura Arc şi Editura Gunivas, Bucharest.

Healy Kieran (2002), Survey article: digital technology and cultural goods, The Journal of Political Philosophy, vol. 10, no. 4, pp. 478-500.

Kotler Philip (1979), Strategies for Introducing Marketing into Non-profit Organizations, Journal of Marketing, vol. 43, no. 1, pp. 37-44.

Kotler Philip (1975), Marketing for Non-profit Organizations, Prentince Hall, Englewood Cliffs, New York.

Kotler Philip, Levy J. Sidney (1969), Broadening the Concept of Marketing, Journal of Marketing, vol. 33, nr. 1, pp. 10-15.

Lovelock Christopher, Gummesson Evert (2004), Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives, Journal of Service Research, vol. 7, no. 1, pp. 20-41.

Molteni Luca, Ordanini Andrea (2003), Consumption patterns, digital technology and music downloading, Long Range Planning, vol. 36, issue 4, pp. 389-406.

O’Riordan Sheila, Feller Joseph, Nagle Tadhg (2011), The impact of social network sites on the consumption of cultural goods, ECIS 2011 Proceedings, Paper 203.

Throsby David (2003), Determining the Value of Cultural Goods: How Much (or How Little) Does Contingent Valuation Tell Us?, Journal of Cultural Economics, vol. 27, issue 3-4, pp. 275-285.

Copyright (c) 1970

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

In order to comply with GDPR, this site does not allow free registration. Please contact us at:

GDPR Policy:

Please read the statement below:
Processing of personal data and free movement of these data

Registering with this site the author agree with the collection, processing and use of his personal data, exclusively within the ASHUES journal.




To crown and encourage research efforts of the authors, at the end of a year of publishing our journal board will award online the best papers by distinctions:

1. Best Original Paper Award -  for the paper that has brought something completely new in the reader's attention (a new concept, a new trend, a new proposal in research, etc.)

2. Excellence Award - for the most cited paper and visualized in the online environment during the year

3. First, Second and Third Award- for the best documented and substantiated papers during the year

4. Special Award - to award PhD students and postdocs for the most well documented and substantiated paper