Marketing mix of cultural institutions on the cross-border market of a city divided by a border - an analysis and evaluation

• Autorzy: Wróblewski Łukasz , Lis Marcin

Identyfikatory

DOI

10.17512/pjms.2021.23.2.33

Warianty tytułu

PL

Marketing mix instytucji kultury na rynku transgranicznym miasta podzielnego granicą - analiza i ocena

• Języki publikacji: EN

Abstrakty

EN

The paper has an empirical nature. For the purposes of this article, the research was conducted in accordance with the interpretative research procedure using the interview method (CATI). The research objective was to learn the opinions of respondents on the effectiveness of actions related to marketing mix, used by the cultural entities of Cieszyn and Český Těšín. The produced research result enable a conclusion that marketing instruments used by Polish and Czech cultural institutions can be applicable to the process of shaping long-term relations with the recipients of the cultural offer, located on both sides of the border. It can also be assumed that, by using precisely the same marketing actions a cultural entity may shape long-term relations with recipients from both their own, as well as the other side of the border.

PL

Praca ma charakter empiryczny. Na potrzeby niniejszego artykułu badanie zostało przeprowadzone zgodnie z procedurą badania interpretacyjnego metodą wywiadu (CATI). Celem badania było poznanie opinii respondentów na temat skuteczności działań związanych z marketing mix, stosowanych przez cieszyńskie i czeskie cieszyńskie podmioty kultury. Uzyskane wyniki badań pozwalają na stwierdzenie, że instrumenty marketingowe wykorzystywane przez polskie i czeskie instytucje kultury mogą znaleźć zastosowanie w procesie kształtowania długofalowych relacji z odbiorcami oferty kulturalnej po obu stronach granicy. Można też założyć, że wykorzystując dokładnie te same działania marketingowe podmiot kultury może kształtować długofalowe relacje z odbiorcami zarówno z własnej, jak i z drugiej strony granicy.

Słowa kluczowe

EN

cross-border market; town divided by a border; cultural institutions; marketing mix

PL

rynek transgraniczny; miasto przedzielone granicą; instytucje kultury; marketing mix

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2021
• Tom: Vol. 23, No. 2
• Strony: 555--572
• Opis fizyczny: Bibliogr. 25 poz., rys., tab.

Twórcy

autor

Wróblewski Łukasz

• WSB University, Faculty of Applied Sciences, Dąbrowa Górnicza

autor

Lis Marcin

• WSB University, Faculty of Applied Sciences, Dąbrowa Górnicza

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