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,
- DOI: 10.36253/978-88-8453-576-4
- Scientific Board: Consiglio Editoriale FUP 2010-2016
- Language: Italian
- Subjects: Economics
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University of Florence, Italy - ORCID: 0000-0002-4153-1110
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
- Publication Year: 2010
- Pages: 352
- eISBN: 978-88-8453-576-4
- Content License: CC BY-NC-ND 3.0 IT
- © 2010 Author(s)
- Publication Year: 2010
- Pages: 352
- ISBN: 978-88-8453-569-6
- Content License: CC BY-NC-ND 3.0 IT
- © 2010 Author(s)
- Publication Year: 2010
- eISBN: 978-88-9273-718-1
- Content License: CC BY-NC-ND 3.0 IT
- © 2010 Author(s)
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
Metadata License
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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