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Theses

La fonction de marketing au sein des organisations artistiques et culturelles : nature et degré de son intégration effective

Abstract : This work examines the nature and effects of integrating marketing logic into arts and culture organizations. The research aims to update and extend the knowledge acquired about the “conflict” between artists and managers exposed by Chiapello (1998) while orienting it towards the conflict between artists and marketers. As part of a comprehensive approach, this work is based on the case method. A qualitative exploratory study consisting of 17 interviews precedes the realization of 5 case studies, conducted at the Bibliothèque nationale de France (BnF), the Bibliothèque publique d’information (Bpi), the Musée national d’art moderne Centre Pompidou (MNAM), the Musée des beaux-arts de Montréal (MBAM) and the Bibliothèque et Archives nationales du Québec (BAnQ). The implementation of the case studies is based on significant immersion periods in the institutions mentioned; during these periods semi-structured interviews and observations were collected and analyzed. In addition, this research led to a comparative France-Canada analysis. In addition to the report on the actuality of the conflict established, the thesis proposes ways to write an effective integration of marketing in cultural organizations.
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https://tel.archives-ouvertes.fr/tel-01943920
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Submitted on : Tuesday, December 4, 2018 - 11:46:09 AM
Last modification on : Thursday, August 20, 2020 - 2:23:08 PM

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Elodie Chabroux. La fonction de marketing au sein des organisations artistiques et culturelles : nature et degré de son intégration effective. Gestion et management. Université de Bordeaux, 2018. Français. ⟨NNT : 2018BORD0164⟩. ⟨tel-01943920⟩

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