This book addresses the cultural and artistic sector through a marketing oriented approach. This means taking cognisance of what the public wants and aiming to improve and enhance the methods of development of the goods/services and their supply.
The intention is to offer an information service on the salient features of the various ambits of the cultural and artistic sector, in particular on marketing strategies and how they are applied in the various contexts. We seek to highlight the methods and tools that can be used to implement cultural and artistic activity, bearing in mind the complexity of the offer and without neglecting the economic variables, with a view to efficient and efficacious business management.
Skimming through the chapters of this book, we gradually discover that the sector of art and culture is a lively, multiform and fascinating world, made up of varied and heterogeneous figures driven by intriguing passions.
University of Florence, Italy
Cristiano Ciappei is a Professor of Business Strategy and Value at the University of Florence, currently engaged in the study of entrepreneurial governance, business innovation of high symbolic content and strategy appraisal.
in the Catalogue