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1、0Relationshipmarketingservicemarketing:convergencepointofCultureDepartmentofvaluecreationABSTRACTUsingtherelationshipparadigmasatheeticalframewkamanagementmodelfculturalservices(relationshipmarketingofculturalganizations
2、)isproposedwhatisanunprecedentedcontributioninthemarketingfield.Bycombiningtwoconvergentperspectives–asrelationshipmarketingservicesmarketing–themodelisstructuredonthebasisoftwolargetypesofrelationshipsinthemanagementofa
3、culturalganization:instrumentalrelationshipsgrouprelationships.Thepaperisanindepthstudyofrelationshipsregardingperfmingartsaudience.Atheeticalempiricalapproachwasappliedincludingfacetofaceinterviewsto1005perfmingartscons
4、umerstelephoneinterviewstoasampleof2005individualsinSpain.Keywds:Culturalmarketingerfmingartsservicesrelationshipmarketing1.INTRODUCTION:Themostrecentliteratureonmarketingmanagementisdemonstratingarevolutionarychangeinbo
5、thfmcontentwhichundoubtedlywillresultinseveralresearchprojectsintheshttermaimedatsheddingsomelightonthisdilemma.Traditionalmanagementmodelsparadigmsdonotadapttotherequirementsofnewproductsastherearememeexceptionsquestion
6、sonthemodelsdevelopedsofar(LovelockGummesson2004VargoLush2004).Inthiscomplexcontextthispaperaimstomakeanindepthstudyofthefieldofculturalservicesmanagementbyusingtwoconcurrentperspectives–relationshipmarketingservicesmark
7、eting–indertocontributetothedevelopmentofthenewmarketingdomain:culturalmarketing(Kotler2005).Thisisafieldstillinitsdevelopmentphasebuthasprobablyfoundwiththesenewtrendstherightmomenttogrowdevelopmanagementstructuresmodel
8、sthatmeetitsparticularrequirements.Fromtheverybeginningcontributionsmadetotheculturalsectbythemarketingdisciplinehavebeenverydiverse.Howeveralthoughtheyseemtohavecometoaconsensus2inthemainstreammarketingliteraturemanagin
9、gtheganization’sinternalexternalrelationshipsneedstobecomeacentralactivitythiscentralactivityisrelationshipmarketing”.Wearefacedtherefewithanewscenarioinwhichonetoonemarketinghasgivenwaytomanytomanymarketing(Gummesson200
10、4)inotherwdsplanningrelationshipswithindividualshasevolvedtoplanningrelationshipswithcollectiveswithinteractionwks.Ontheotherheitherwhencontributionsinthefieldofculturalmarketingdonotrecdenoughstardizationvolumetobegroup
11、edintrendsschoolstheydoshareavalue:theimptanceofrelationshipsintheirmanagement.Contributionsmadeinthisareaareverydiverseinmostcasesfocusingonrelationshipswithcustomers(relationshipswiththeperfmingartsaudience).GarbarinoJ
12、ohnson(1999)usethestageofanoffBroadwaytheatreinNewYktoexplethetransactionrelationshipcontinuumproposedbyGronroos(1995)toconcludethattheperfmingartsaudiencehasdifferentbehaviouralprofilesdependingontherelationshipsdevelop
13、edwiththeganizationspecifically“inaconsumerenvironmentinwhichcustomersreceivehighlysimilarservices[...]therearesystematicdifferencesintherelationalismofdifferentcustomergroups”.Rentschleretal.(2001)alsoconsideredanempiri
14、calapproachtorelationshipswiththeaudienceofperfmingartsganizationsinAustralia:“whatartsganizationsneedtoconsideriswhethertheexpenseofhavinghighsingleticketsalesissustainableifnotwhattodoaboutit”.3.THEPRODUCTRELATIONSHIPS
15、WITHCUSTOMER’SSUGGESTIONSONAMODELFTHERELATIONSHIPMANAGEMENTOFCULTURALSERVICES:Relationshipswiththeaudiencearethecentralcomponentintheconfigurationoftherelationshipmarketingmanagementmodelfculturalganizations.Thiscentralp
16、laceissharedwiththeculturalproductwhosegeneralmarketingmodelpresentsspecialacteristicsthatdifferentiateitfromtheclassicstructureofmarketingas:1.Marketingprocessstartsintheproducerganizationfromthisigin(theculturalproduct
17、)adecisionhastobemadeconcerningthepartofthemarketthatmaybeinterestedinconsumingit.2.Oncepotentialconsumershavebeenidentifiedthecompanywilldecideontheremainingrelationshippolicies(instrumentalgroupwhichwewillcoverbelow).T
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