{"id":264,"date":"2009-09-05T08:00:32","date_gmt":"2009-09-05T06:00:32","guid":{"rendered":"http:\/\/blog.option.culture.marrot.org\/?p=264"},"modified":"2009-09-05T08:00:32","modified_gmt":"2009-09-05T06:00:32","slug":"le-marketing-culturel-panacee-ou-menace","status":"publish","type":"post","link":"https:\/\/www.option-culture.com\/?p=264","title":{"rendered":"Le marketing culturel : panac\u00e9e ou menace ?"},"content":{"rendered":"<p>L\u2019\u00e9mergence du marketing dans les institutions culturelles souffre d\u2019un handicap de taille\u00a0: import\u00e9 du monde de l\u2019entreprise (bien que reposant sur des techniques issues des sciences humaines), il semble irr\u00e9m\u00e9diablement attach\u00e9 aux notions de march\u00e9, de rentabilit\u00e9 et d\u2019orientation commerciale.<\/p>\n<p>Certes, nombre d\u2019exemples en provenance de certains grands \u00e9quipements culturels semblent confirmer cette logique marchande.<\/p>\n<p>Pour autant, le marketing peut utilement \u00eatre mis au service des institutions culturelles en tant qu\u2019ensemble de savoirs, d\u2019outils et de techniques permettant d\u2019organiser et de faciliter le rapprochement entre offre et demande culturelle\u00a0!<\/p>\n<p>\u00c0 l\u2019heure o\u00f9 l\u2019on d\u00e9plore un faible \u00e9largissement des cat\u00e9gories de la population fr\u00e9quentant les \u00e9tablissements culturels, cela ne semble pas superflu\u2026<\/p>\n<p>C\u2019est ce que nous rappelions dans un article de 1992 traduit en anglais \u00e0 la demande de la revue <em>Museum Management &amp; Curatorship<\/em> et repris r\u00e9cemment dans l&rsquo;ouvrage suivant, consacr\u00e9 \u00e0 la gestion et au marketing des mus\u00e9es (<a href=\"http:\/\/www.routledge-ny.com\/books\/Museum-Management-and-Marketing-isbn9780415396295\">http:\/\/www.routledge-ny.com\/books\/Museum-Management-and-Marketing-isbn9780415396295<\/a>) :<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" title=\"9780415396295\" src=\"http:\/\/blog.option.culture.marrot.org\/wp-content\/uploads\/2009\/09\/9780415396295.jpg\" alt=\"9780415396295\" width=\"211\" height=\"300\" \/><\/p>\n<p>Et vous, quelle est votre vision du marketing de la culture\u00a0?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019\u00e9mergence du marketing dans les institutions culturelles souffre d\u2019un handicap de taille\u00a0: import\u00e9 du monde de l\u2019entreprise (bien que reposant sur des techniques issues des sciences humaines), il semble irr\u00e9m\u00e9diablement attach\u00e9 aux notions de march\u00e9, de rentabilit\u00e9 et d\u2019orientation commerciale. Certes, nombre d\u2019exemples en provenance de certains grands \u00e9quipements culturels semblent confirmer cette logique marchande. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22,15,21,7,23],"tags":[],"class_list":["post-264","post","type-post","status-publish","format-standard","hentry","category-communication","category-etudes-conseil","category-financement","category-marketing","category-publics"],"_links":{"self":[{"href":"https:\/\/www.option-culture.com\/index.php?rest_route=\/wp\/v2\/posts\/264","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.option-culture.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.option-culture.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.option-culture.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.option-culture.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=264"}],"version-history":[{"count":0,"href":"https:\/\/www.option-culture.com\/index.php?rest_route=\/wp\/v2\/posts\/264\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.option-culture.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=264"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.option-culture.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=264"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.option-culture.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=264"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}