DEMOGRAPHIC-GENERATION SEGMENTATION OF CUSTOMER IN CONTEXT OF STRATEGIC MANAGEMENT OF SELECTED CULTURAL INSTITUTION
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
The study is concerned about the topic of specific features of the cultural management necessary implemented within the cultural policy in relation to the research of both demographic and generation segmentation of the final target group on the illustration case of selected cultural institution – a museum. The authors present their knowledge about the changes of the typical behaviour of the customer in the field cultural market, claiming the curiosities and specific features that need to be considered within cultural management nowadays. Considering the present years progress, it is obvious that managers did not regard the global cultural environment as a significant source of opportunities and threats in the Slovak republic.
Authors and Affiliations
Michal Lukáč, Ivana Butoracová Šindleryová
Keywords
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