Călin Vegheș
The Bucharest University of Economic Studies, Romania
The development of the cultural sector and its specific branches has been (and still remains) a problem to be solved by all the involved stakeholders – public authorities, cultural operators or beneficiaries of cultural products, services and activities. The conceptual transition from the cultural economy, through cultural management, to cultural marketing produced in recent years has created important opportunities for adopting a marketing vision that gives priority to the consumer of cultural products and services and places meeting of his or her needs and expectations at the forefront. Cultural operators have thus had to bring their marketing vision to life by designing and implementing a marketing strategy.
Paper presents the results obtained using the GE multifactorial analysis at the level of the main segments of the cultural market, described by the corresponding cultural activities conducted by the consumers – watching or listening cultural programmes on the TV or radio, reading books, going to the cinema, visiting historical monuments or sites, visiting museums or galleries, attending concerts, visiting public libraries, going to the theatres and seeing a ballet, dance performance or opera performance, in order to identify the overall coordinates of the marketing strategies to be designed and implemented to support the sustainable development of the Romanian cultural market.
Key words
Marketing strategy, cultural market, sustainable development, Romania
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