Strategic management of culture:the emergence of communication by cultural action
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2010.139070Keywords:
Culture. Marketing. Cultural marketing. Public relations. Communication by cultural action.Abstract
The investments in culture by organizations that are not related to the world of the arts are becoming an important institutional instrument for generation of strategic positioning. Known commonly as cultural marketing, this kind of investment should correctly be called communication by cultural action. The main results of this work showed that the term cultural marketing is seen as a tool of communication or part of the companies’ communication strategy, through sponsorship of cultural activities with the main objective of generating a positive image of the brand.Downloads
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Published
2010-12-26
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How to Cite
AUGUSTO, Eduardo; YANAZE, Mitsuru Higuchi. Strategic management of culture:the emergence of communication by cultural action. Organicom, São Paulo, Brasil, v. 7, n. 13, p. 65–79, 2010. DOI: 10.11606/issn.2238-2593.organicom.2010.139070. Disponível em: https://journals.usp.br/organicom/article/view/139070.. Acesso em: 22 jul. 2024.