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| Author: | Collin-Lachaud, I. Duyck, J-Y. |
| Title: | Relationship marketing as a paradigm for festivals: A case study of the Francofolies of La Rochelle, France |
| Journal: | International Journal of Arts Management
2002 : SPRING, VOL. 4:3, p. 56-70 |
| Index terms: | Arts Culture Leisure industry Relationship marketing Case studies France Europe |
| Freeterms: | Partnerships |
| Language: | eng |
| Abstract: | Culture and marketing have long been un-easy bedfellows. In recent years, the field of French culture has, in the face of increasing competition, tended to follow the North American example of adopting a marketing approach. Nevertheless, this approach must be adapted to take into account the specific nature of arts and cultural activities. The relationship approach constitutes a realistic way to integrate marketing into the cultural sphere. This paper examines whether relationship marketing can be extended to the organization of festivals. The researchers present an exploratory case study of the Francofolies festival of La Rochelle, France, with an emphasis on the theoretical and managerial implications of the results of textual data analysis. |
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