Marketing cultural

Ramírez, Claudia Gómez

doi:10.21158/01208160.n60.2007.408

Cited by 5 publications

(4 citation statements)

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“…Assim, as estratégias de marketing cultural podem abranger desde a promoção de elementos da cultura local, como a música, a dança, a gastronomia e os artesanatos, até a formação de colaborações e patrocínios com empresas e organizações culturais para aumentar a visibilidade do Festival e proporcionar oportunidades de financiamento (Gómez Ramírez, 2007). Na era digital, o uso de redes sociais e divulgação digital torna-se essencial para alcançar um público mais amplo, criando conteúdo atraente e interagindo com os seguidores para gerar maior interesse.…”

Section: Estratégias Empresariais E O Impacto Socioeconômico Dos Fest...unclassified

Marketing Communication at the "Bambuco Festival in San Juan and San Pedro"

Miranda,

Dornelles

2023

JLACR

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This study investigates commercial advantages in organizations that adapt their identity to local culture in folk festivals in Amazonian countries, focusing on the Festival del Bambuco en San Juan y San Pedro, Colombia. Based on the theories of Martín-Barbero (1997), García Canclini (1995) and Lindstrom (2016), it examines the assimilation of cultural symbols in the event. The aim is to contribute to the understanding of consumption based on cultural heritages. It is a case study with product analysis and interviews, applying emotional intelligence (Goleman, 2019) to understand consumers. Supported by Luiz Beltrão (2014), as cited in Gushiken (2011), José Marques de Melo (2008), and others, linked to the theory of Folk Communication.

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Section: Estratégias Empresariais E O Impacto Socioeconômico Dos Fest...unclassified

Marketing Communication at the "Bambuco Festival in San Juan and San Pedro"

Miranda,

Dornelles

2023

JLACR

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“…Some examples of these events are festivals, concerts, exhibitions, tournaments, races, etc. These events are intended to create a positive and differentiated image of the institution, as well as to encourage customer participation and engagement (Gómez Ramírez, C., 2007;Torres et al, 2020).…”

Section: Educational Marketing Planmentioning

confidence: 99%

Educational marketing for high schools

Lazcano-Cortés

2023

JBAB

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Educational marketing is a key tool for institutional positioning and attracting new students in upper secondary schools. In addition, it allows the offering of quality services adapted to the educational needs of students and potential applicants. The objective of this study was to design an educational marketing plan for this educational level, using a mixed research approach. Systematic, empirical, and critical processes were applied, as well as quantitative and qualitative data analysis. The data collection instruments were addressed to the target population, that is, third-grade students from seven secondary schools in the city of Tulancingo, Hidalgo, and their parents. Based on the results obtained, positioning, loyalty, and attention strategies were proposed for the applicants and the students of the campus where the research was carried out. These strategies can be used by other educational institutions of the same level.

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“…Este es el manejo y gestión del marketing como una de las bases para crear y mantener organizaciones culturales, es decir aquellas que se dedican a recrear y entretener utilizando sobre todo las artes escénicas. El marketing cultural se plantea como una de las herramientas para encontrar nuevas vías de financiación (Gómez Ramírez, 2007).…”

Section: Marketing Culturalunclassified

Elaboración De Productos Culturales a Partir Del Turismo Comunitario Para Aumentar La Intención De Donación Para La Comunidad Amazónica De Runahurco

Beltrán-Galarza¹,

Delgado-Guerrero²,

González-Apolo³

et al. 2020

Amazonía Unida 1ª Parte

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estrategias que se utilizan para mejorar el escenario socioeconómico de la zona y preservar sus recursos naturales son el turismo comunitario y la recaudación de fondos. De esta manera, favorecen a la comunidad y, al mismo tiempo, mantienen la integridad cultural y los procesos ecológicos esenciales. Además, crean conciencia sobre el problema ambiental y dan a conocer la solución. Por esta razón, buscamos fortalecer los beneficios de ambas al enlazarlas con ayuda del marketing cultural. Es así que se desea construir un proceso sinérgico que permita que el contenido generado e inspirado después de visitar el Bosque Medicinal sirva para el marketing de recaudación de fondos. PALABRAS CLAVEturismo comunitario, donación, marketing cultural, Ecuador, producto cultural DATOS GENERALES DE RUNAHURCOEl área de conservación Runahurco se encuentra en el cantón Gualaquiza, está bañado por los ríos Zamora, Bomboiza y Cuyes donde habitan más de 159 especies animales. Además, hay plantas medicinales maderables como el cedro y la balsa, y más de 100 especies de orquídeas dan vida a estos bosques, donde se maneja un concepto de descentralización con competencias privadas para ejecutar el modelo de gestión de desarrollo (Área Ecológica de Conservación Municipal Runahurco, 2019).El territorio llamado Área Ecológica de Conservación Municipal "Runahurco" (en la lengua quechua, Runa significa humano y Hurco, montaña) se ubica en la provincia ecuatoriana de Morona Santiago y abarca más de 87,976 hectáreas (Ibid.).

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Marketing cultural

Cited by 5 publications

References 0 publications

Marketing Communication at the "Bambuco Festival in San Juan and San Pedro"

Marketing Communication at the "Bambuco Festival in San Juan and San Pedro"

Educational marketing for high schools

Elaboración De Productos Culturales a Partir Del Turismo Comunitario Para Aumentar La Intención De Donación Para La Comunidad Amazónica De Runahurco

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