Zarządzanie wartością dla klienta a marketing doświadczeń w instytucjach kultury. Działania współczesnego teatru i filharmonii
Customer value management and experience marketing in cultural institutions. Activities of contemporary theatre and philharmonic

Author(s): Wioletta Krawiec
Subject(s): Economy, Fine Arts / Performing Arts, Socio-Economic Research, Sociology of Art
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: customer value management; customer experience management; experience marketing; cultural institutions; theatres and philharmonics; research methodology and results; management models
Summary/Abstract: The modern market (including culture) is an arena of dynamic changes related to the development of modern technologies and communication. Customers are more demanding and change their attitudes from passive to active. They become co-creators of the values and experiences offered to them. This phenomenon introduces cultural institutions active on the market into a process of continuous development. Their market success, on the other hand, is possible thanks to the combination of many management skills. Undoubtedly, these include the ability to manage value for the customer, or to manage their experience. The area defined above has been subject to empirical research among cultural participants (theatres and philharmonics) and managers responsible for marketing activities of cultural institutions. The main subject of this monograph is the concept of customer value management, which was analyzed through the prism of experiences marketing in the activities of cultural institutions in Poland (mainly theatres and philharmonics). The content presented in the book generally includes: - diagnosis of the stages of the theoretical model of value management and customer experience based on the analysis of the functioning of theatres and philharmonics in Poland;- comparative analysis of the consistency of the proposed values by theatres and philharmonics with the expectations of cultural participants; - to determine the impact of the marketing of experiences on the activities of theatres and philharmonic institutions and their reception by cultural participants. The book is addressed primarily to cultural managers, people employed in cultural institutions, cultural animators. Issues discussed in the monograph will also be useful for students or other people who are studying the knowledge of customer value management and marketing experiences in cultural institutions. This publication can also be used as a supplement to the material in the field of service marketing, marketing of non-profit organizations or marketing management in cultural institutions.

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