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Marketing Strategies of Cultural Institutions in a City Divided by a Border: The Case Study for the City of Cieszyn-Czech Cieszyn
Abstract
In the 21st Century, it is possible to observe a pattern of numerous changes in the sphere of functioning of the cultural institutions also in cities divided by a border. These trends include globalization of culture, development of cultural industries and creative industries, rapid technical and technological growth, occurrence of new cultural management concepts and marketing strategies. Therefore, this chapter presents models of marketing strategies that can be applied in cities divided by a border. Based on individual interviews with 40 experts, four model marketing strategies are proposed which can be used by managers of cultural institutions in cities such as Cieszyn-Czech Cieszyn. Proposed strategies are in relation to specified target markets - residents of a city divided by a border. The practical application aspect of this chapter is evident in the indication of the direction future marketing efforts of cultural institutions should take to improve their market position.
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