Marketing cultural na construção da imagem institucional: estudo de caso - pão music
AUTOR(ES)
Daniela Alquezar Facca Amadeu
DATA DE PUBLICAÇÃO
2004
RESUMO
The cultural marketing has been conquering more space in the communication tools being used by companies in messages transmission to their target. This paper has as objective analyzes the use by companies of the Cultural Marketing in the construction of the institutional image. Using this tool as altenative to add positive values to the company and promote direct contact from consumer to culture and the cultural value. The information furnished by the Pão de Açúcar group and the data, the Brazilian market of cultural actions and its laws of incentive, the concepts of cultural marketing and the different forms of culture promotion were analyzed. In addition, it is presented the study of an unique case: Pão Music from Pão de Açúcar group. The reason of being a pioneering company in cultural investments and actions, and for being the one of the bigest Brazilian culture investor in the last years. The Pão Music project is the biggest example of investment made by the group
ASSUNTO(S)
livre iniciativa administracao de empresas marketing cultural
