Design of a Model for Cultural Marketing Management (CMM) with Cultural Development Approach (CDA)

Subject Areas : Journal of Cultural Management

اسحق رسولی ¹

1 - ندارد

Received: 2014-09-14 Accepted : 2014-09-14 Published : 2010-03-21

Keywords: marketing, Cultural marketing, Cultural development, Cultural market,

Abstract :

This paper is an effort for presenting a suitable model for cultural marketingmanagement (CMM) with cultural development approach (CDA).First, the necessity of cultural engineering and management in the globalizationand cultures ruthless competition era emphasized with modern and efficient tools. Inthis regard CMM introduced as the most efficient device. At the rest of the paperincomplete approaches of cultural organizations about marketing were analyzed. Thenit was elaborated that how the marketing concept in cultural organizations developed.Furthermore it was discussed that marketing is the beginning of cultural sovereigntyon economics as considered in modern cultural discussions as cultural-shift theory.Thus, nowadays the paradigm of culture economy was changed in to a new paradigmcalled cultural economy.At the end of the paper CMM was taken synonymous with cultural demandsmanagement and different aspects of CMM clarified and a strategic CMM modelwere presented.