Relatio
shipmarketi
ga
dservicemarketi
gco
verge
cepoi
tofCultureDepartme
tofvaluecreatio
ABSTRACT
Usi
gtherelatio
shipparadigmasatheoreticalframeworkama
ageme
tmodelforculturalservicesrelatio
shipmarketi
gofculturalorga
izatio
sisproposedwhatisa
u
precede
tedco
tributio
i
themarketi
gfieldBycombi
i
gtwoco
verge
tperspectivesasrelatio
shipmarketi
ga
dservicesmarketi
gthemodelisstructuredo
thebasisoftwolargetypesofrelatio
shipsi
thema
ageme
tofaculturalorga
izatio
i
strume
talrelatio
shipsa
dgrouprelatio
shipsThepaperisa
i
depthstudyofrelatio
shipsregardi
gperformi
gartsaudie
ceAtheoreticalempiricalapproachwasappliedi
cludi
gfacetofacei
terviewsto1005performi
gartsco
sumersa
dtelepho
ei
terviewstoasampleof2005i
dividualsi
Spai
KeywordsCulturalmarketi
gerformi
gartsservicesrelatio
shipmarketi
g
1INTRODUCTION
Themostrece
tliteratureo
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themodelsdevelopedsofarLovelocka
dGummesso
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dLush2004I
thiscomplexco
textthispaperaimstomakea
i
depthstudyofthefieldofculturalservicesma
ageme
tbyusi
gtwoco
curre
tperspectivesrelatio
shipmarketi
ga
dservicesmarketi
gi
ordertoco
tributetothedevelopme
tofthe
ewmarketi
gdomai
culturalmarketi
gKotler2005Thisisafieldstilli
itsdevelopme
tphasebuthasprobablyfou
dwiththese
ewtre
dstherightmome
ttogrowa
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dmodelsthatmeetitsparticularrequireme
ts
Fromtheverybegi
i
gco
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smadetotheculturalsectorbythemarketi
gdiscipli
ehavebee
verydiverseHoweveralthoughtheyseemtohavecometoaco
se
sus
fi
thescie
tificworldabouttheideathatthema
ageme
tofculturalide
titiesprese
tssuchspecialcharacteristicsthatmakeitco
siderablydiffere
tVossa
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so
a
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o2001ArtsCou
cilofE
gla
d2003Kotlera
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tributio
sfromthemarketi
gma
ageme
tareastilldo
otsufficetoco
structak
owledgebasethatissolide
oughtocreateatheoreticalma
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tframeworksimilartotheo
eotherdiscipli
eswithmoretraditio
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marketi
gresearchhave
I
thisco
textitisstatedthattherelatio
shipmarketi
gparadigmoffersasuitableframeworkfortheimpleme
tatio
ofculturalma
ageme
ta
dthisresearchstudyhasfocusedo
theperformi
gartsservicessectorasco
sideri
gthatitiso
eofthemostforgotte
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tFurthermorethedecrr