Łukasz Wróblewski Culture Management Strategy and Marketing Aspects Foreword by Bonita M. Kolb λογος Culture Management Strategy and marketing aspects λογος Logos Verlag Berlin – Academic Books for Sciences and Humanities 1 Łukasz Wróblewski: Culture Management. Strategy and marketing aspects 2 Logos Verlag Berlin – Academic Books for Sciences and Humanities Contents Łukasz Wróblewski Culture Management Strategy and marketing aspects Foreword by Bonita M. Colb ֍ Logos Verlag Berlin 2017 Logos Verlag Berlin – Academic Books for Sciences and Humanities 3 Łukasz Wróblewski: Culture Management. Strategy and marketing aspects Reviewer: Bonita M. Kolb, Ph.D. Professor Emeritus of Business Administration Lycoming College in Pennsylvania, USA www.bonitakolb.com Bibliographic information published by the Deutsche Nationalbibliothek The Deutsche Nationalbibliothek lists this publication in the Deutsche National-bibliografie; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de. The electronic version of this book is freely available under CC BY-SA 4.0 licence, thanks to the support of libraries working with Knowledge Unlatched (KU). KU is a collaborative initiative designed to make high quality books Open Access for the public good. More information about the initiative and links to the Open Access version can be found at www.knowledgeunlatched.org. © Copyright Logos Verlag Berlin 2017 All rights reserved. ISBN 978-3-8325-4378-5 Cover photo: Hands of conductor in black and white #100922050 – Fotolia.com Logos Verlag Berlin Comeniushof, Gubener Str. 47, 10243 Berlin; Germany Tel.: +49 030 42 85 10 90 Fax: +49 030 42 85 10 92 INTERNET: http://www.logos-verlag.de 4 Logos Verlag Berlin – Academic Books for Sciences and Humanities Contents Contents Foreword …………………………………………….…………………………... 9 Introduction…………………………………………………………………….... 13 1 The meaning and essence of the cultural sector…………………………. 17 1 Culture and its divisions…………………………………….………… 17 2 Relationships between culture, cultural industries, and creative industries……………………………………………………………… 22 3 Typology of cultural institutions……………………………………… 35 4 Culture and its industries as factors stimulating socio-economic development………………………………………..…………………. 37 References…………………………………………………………………... 42 2 Conditions for the development of marketing in organizations in the cultural sector…………………………………………………………….... 45 1 Conditions for the application of marketing in culture and cultural industries………………………………………………… 45 2 The concept and objectives of marketing in culture………………….. 50 3 Typical objections to marketing in culture…………………………… 54 4 Model of the marketing concept in the cultural sector………………... 56 References………………………………………………………………....... 63 3 Strategic and marketing planning in cultural institutions……………… 65 1 The role and importance of mission in cultural institutions……..…… 65 2 Strategic objectives and the main directions of development of cultural entities………………………………………………………... 71 Logos Verlag Berlin – Academic Books for Sciences and Humanities 5 Łukasz Wróblewski: Culture Management. Strategy and marketing aspects 3 Market segmentation in the cultural sector…………………………… 83 3.1 Criteria for segmentation……………………………………….. 84 3.2 Most important categories of customers in the cultural sector…. 86 3.3 Types of marketing approaches………………………………… 89 4 Choosing a course of action and marketing instruments………...…… 90 5 Models of marketing strategies of cultural institutions in relation to specified target markets………………………………………………. 98 5.1 Characteristics of the analyzed target markets of cultural institutions…………………………………………………........ 98 5.2 Elitist art strategy……………………………………………….. 101 5.3 Art emphasizing strategy……………………………………….. 102 5.4 Strategy of increasing sensitivity to art………………………… 103 5.5 Art popularizing strategy……………………………………….. 104 6 Problems with the implementation of marketing strategy in entities of the cultural sector…..…………………………………… 105 References…………………………………………………………………... 108 4 Marketing strategies based on relationships with key market participants………………………………………………………..……….. 111 1 The process of forming relationships…………………………………. 111 2 Shaping relationships with consumers of the cultural offer…………... 115 3 Developing relationships with donors………………………………… 119 4 Developing relationships with employees……………………………. 133 References…………………………………………………………………... 138 5 New media and technology in strategic activities of cultural organizations……………………………………………….......…………... 141 1 Websites in the marketing activities of cultural organizations……….. 141 2 Social media as a tool for marketing communication among entities of the cultural sector…………………………………………………... 149 6 Logos Verlag Berlin – Academic Books for Sciences and Humanities Contents 2.1 The goals and importance of using social media in the marketing communication of cultural entities…………… 150 2.2 Segmentation of social media users in relation to cultural institutions…………………………………………... 154 2.3 Fan pages in the marketing activities of cultural institutions….. 157 2.4 The possibilities of using YouTube in the promotion of entities in the cultural sector…………………………………. 159 2.5 Blogs as a specific tool for the communication of cultural institutions with the market….……………………… 161 3 Possibilities of using holograms and virtual advisors in the cultural sector………………………………………………....... 163 4 Virtual tours as a modern form of presentation of cultural institutions………………………………………………… 168 5 Mobile applications in the cultural sector - case studies……………… 172 5.1 ―DailyArt‖ mobile application………………………………….. 173 5.2 ―Wilanów Live‖ mobile application……………………………. 175 5.3 ―My Warsaw‖ mobile application……………………………… 176 5.4 Mobile application of the Łódź City Museum………………….. 177 5.5 ―Archimapa‖ and ―Via Ducalis‖ mobile planners……….……... 178 References…………………………………………………………………... 181 Summary…………………………………………………………………………. 185 Tables and Figures………………………………………………………………. 187 Biographies.……………………………………………………………………..... 191 Logos Verlag Berlin – Academic Books for Sciences and Humanities 7 Łukasz Wróblewski: Culture Management. Strategy and marketing aspects 8 Logos Verlag Berlin – Academic Books for Sciences and Humanities Foreword Foreword I was pleased when Dr Wróblewski asked me to write a foreword for Culture Management: Strategy and Marketing Aspects. The field of cultural management and marketing has changed dramatically since the first edition of my book Marketing for Cultural Organizations was published in 2000. Dr Wróblewski carries forward the work of understanding the use of business strategy in cultural organizations. At the time my book was published, the idea of using business models to guide the strategy of cultural organizations was strongly resisted. Now many managers and marketers who work for nonprofit cultural organizations understand that they need to develop and implement a business strategy if they are going to survive. Dr Wróblewski‘s book explains clearly what has changed to make the use of business models necessary, even in organizations which might have resisted in the past. Globalization has resulted in a population which understands and appreciates art and culture created in other countries. While it might be agreed that this is beneficial for society, it means that cultural arbitrators within a country no longer have the authority to dictate what is accepted as culture. Managers now understand that to gain the support of the public they must explain the benefits of consuming their cultural product. Besides a sharing of culture across borders resulting in a reduction of cultural hierarchy, Dr Wróblewski explains how the growth of available entertainment options has affected cultural organizations. Previous generations‘ distinction between high art and popular culture is simply not relevant in a democratized world where people feel free to enjoy whatever entertainment they wish. Both because it is what audiences demand and due to the need for revenue, cultural institutions are faced with the pressure to define their product more broadly. Finally, technology has affected every aspect of life, and the public expects cultural organizations to keep pace. Globalization, technology, and competition from other cultural Logos Verlag Berlin – Academic Books for Sciences and Humanities 9 Łukasz Wróblewski: Culture Management. Strategy and marketing aspects and entertainment options have resulted in a need for organizations to ensure that their strategies meet the changing needs of the consumer. I believe that the typology of the cultural industries described in Chapter One is particularly helpful for the reader. Previously it was easy to describe cultural institutions as product-focused and cultural industries as market-focused. After reading Dr Wróblewski‘s book I believe there will be an inevitable blurring of this distinction. In fact, while cultural institutions focus more on the market, cultural industries may begin to produce more original artistic work. In the future, cultural managers must be able to balance both types of focus at the same time. In Chapter Two, which discusses the application of marketing to cultural organizations, I would point the reader‘s attention to Figure 2.2. Here, I believe, Dr Wróblewski addresses an important emerging issue for cultural institutions. Traditionally these organizations were the arbitrators who deemed what culture was ‗worthy‘. With the democratization of culture and use of technology to disseminate cultural products they are now being bypassed.