期刊名称：Annals of Spiru Haret University Economic Series
电子版ISSN：2393-1795
出版年度：2013
卷号：13
期号：3
语种：English
出版社：Editura Fundatiei Romania de Maine
摘要：Extending the application of marketing science specific concepts and principles in various sectors would not have been possible without their gradual evolution, in terms of customization and differentiation tailored for a specific field. This phenomenon regarding marketing evolution in terms of both extensively and intensively way, led to the emergence and consolidation of a set of concepts adapted also for cultural products and services market, or in other words for culture "consumption”. This article highlights a number of marketing communications specific elements, derived from the peculiarities of modern culture consumer and the latest technologies interference in the creation and delivery of cultural products and services. Given the high degree of consumer involvement in relation to the needs that underlie consumption of cultural products and services, as well as the dimension specific for an artistic act in some cases, marketing communications has to respond to particular challenges in the process of building customer provider relationshi.
关键词：cultural marketing;mobile media marketing;marketing communication;cultural industries;postmodern consume
