Monograph

Cultura. Economia & Marketing

  • Cristiano Ciappei,
  • Micaela Surchi,

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.

  • Keywords:
  • Marketing,
  • Cultura,
  • Economia,
  • Arte,
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Cristiano Ciappei

University of Florence, Italy - ORCID: 0000-0002-4153-1110

Micaela Surchi

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.


Micaela Surchi is a research assistant in the Department of Business Science at the University of Florence and lectures in the Faculty of Political Science at the same university. She is currently engaged in the study of marketing in the cultural, artistic and fashion sectors, with particular reference to branding strategies
Table of Contents

Sommario

Introduzione

PDF
  • Publication Year: 2010
  • Pages: 352

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  • Publication Year: 2010
  • Pages: 352

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  • Publication Year: 2010

Bibliographic Information

Book Title

Cultura. Economia & Marketing

Authors

Cristiano Ciappei, Micaela Surchi

Peer Reviewed

Number of Pages

352

Publication Year

2010

Copyright Information

© 2010 Author(s)

Content License

CC BY-NC-ND 3.0 IT

Metadata License

CC0 1.0

Publisher Name

Firenze University Press

DOI

10.36253/978-88-8453-576-4

ISBN Print

978-88-8453-569-6

eISBN (pdf)

978-88-8453-576-4

eISBN (xml)

978-88-9273-718-1

Series Title

TITOLO FUORI COLLANA

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