In the study of processes that belong to the management of art and culture in Italy is not really easy to talk about the financial aspects in a business organization and is even more difficult to discuss marketing . All This is because we are still very attached to thoughts that means marketing as mechanisms of control and manipulation for profit of some, or the lack of financial management skills that go along with its objectives and mission of the organization or cultural institution .
remember though we had already surpassed the production of consumer goods and services for the mere satisfaction of needs for the firm's profit. Today, who runs a cultural organization or institution is to be understood art and culture including non-profit organization, has an opportunity, or rather the need to be transparent in its communication to to achieve its objectives in relation to the public it serves. You realize that you must also have a strategy if you want to succeed. All this influences the type of internal and external relations of the organization. Today is exactly the direct exchange between the company and customers or users that forms the basis of a case of economic success. Then we can say that we are living in ' was the exchange and creation of genuine relationships based on the principle of mutualism between people and businesses. We talk about the symbolic economy, where the functional performance of a product or service is not enough anymore like it used during the production period and industrial consumption in order to meet the consumer / user. It was understood from sociological analysis of consumer behavior in developed countries that are increasingly the products / services that are purchased to meet a specific need, material, as pointed out by the researcher Umberto Martini during his lecture in cultural marketing to MAC 7. In addition to formal and functional aspects of the product or service, what counts even more is the experience that the buying process is. We are learning to re-evaluate the moments and ways to exchange information (and not from official sources), in which relationships are built up that will have a decisive role in decision making about the type and providing for the purchase or use, and then the chance to win a place in public demand which is robust and durable.
In this way you can move the discussion of the logic of marketing that has run for over a century in business and profit, to the realm of artistic and cultural production and management to talk now of implementation techniques cultural marketing. It is not only to reconsider the famous marketing mix designed in the '60s, or the model of the 4Ps (product, price, place, promotion) and other various instruments such as performance indicators that measure the degree of customer satisfaction and the degree of customer retention, but also to adapt and use them according to the needs of a particular sector. It is about giving attention to individuality, personal characteristics of the audience and the use conceive as a unique experience, which is to say treat in detail the experience that a person may receive and take into account that those same experiences that in the future will give positive feedback or negative, thus becoming a lever of influence on the domestic market. We can finally understand that the experience has a unique and reproducible as if it were a commodity. It is for this reason that the operator of arts and culture is complicated by the process with which the principles of management in its field.
is my opinion that the time has come for understanding the market as a group of people with the characteristics and behaviors that respond to the needs and desires, with a capacity to reason about priorities and choices to be implemented, but also with many other ability to move and drag to let emotion and perception often irrational. In this way, the use must be understood as a unique experience, unique in every moment, which belongs to every single person. So, we need to start thinking in terms of "economy of experience" as it was called by BJ Pine and JH Gilmore in 2000: "stage experience does not mean entertain, but engage." Defined as the fourth form of financial offer, experience is given by the direct participation in a memorable event for which a price has been paid. Ten years ago, had been listed the types of "real experience" by N. and P. Kotler Kotler as "recreational experience, socializing experience, educational experience, aesthetic experience, expertise and experience exciting celebration." In these terms, you can think of a use of the marketing management of cultural institutions, that is respectful and development for the company. You must, however, begin to think of marketing as the set of activities that will reach the right people by offering products / services, arts and cultural ad hoc with the clear objective of meeting each other, so without losing its consistency with the mission of the institution or firm culture.
Martha Jiménez Rosano
(Julia collaborated Hertmaier)
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