文档介绍：Relationship marketing and service marketing: convergence point of Culture Department of value creation
ABSTRACT
Using the relationship paradigm as a theoretical framework, a management model for cultural services (relationship marketing of anizations) is proposed, what is an unprecedented contribution in the marketing field. bining two convergent perspectives–as relationship marketing and services marketing–, the model is structured on the basis of two large types of relationships in the management of a anization: instrumental relationships and group relationships. The paper is an in-depth study of relationships regarding performing arts audience. A theoretical/empirical approach was applied, including face to face interviews to 1005 performing arts consumers and telephone interviews to a sample of 2005 individuals in Spain.
Keywords: Cultural marketing erforming arts services relationship marketing
1. INTRODUCTION:
The most recent literature on marketing management is demonstrating a revolutionary change in both form and content, which, undoubtedly, will result in several research projects in the short term aimed at shedding some light on this dilemma. Traditional management models and paradigms do not adapt to the requirements of new products, as there are more and more exceptions and questions on the models developed so far (Lovelock and Gummesson, 2004; Vargo and Lush, 2004). In plex context, this paper aims to make an in-depth study of the field of cultural services management by using two concurrent perspectives –relationship marketing and services marketing–, in order to contribute to the development of the new marketing domain: cultural marketing (Kotler, 2005). This is a field still in its development phase, but has probably found, with these new trends, the right moment to grow and develop management structures and models that meet its particular requirements.
From the very beginning, contributions made to the cultural sector by the marketing dis