Cultural marketing: business image and the local cultural development.

AuthorFreitas-da-Costa, Marconi
  1. INTRODUCTION

    The job market, which every day becomes more competitive, requires companies to search marketing strategies that are the differential to help them reach their target audiences effectively. This ends up giving more importance to the intangible aspects of the organizations (values, images, demonstration of social responsibility and strong community involvement) and the cultural marketing ends up being away for companies to communicate differently with their customers, in order to these last ones notice, recognize and make a favorable image of them (Gus, 2002).

    In the early twentieth century, in the United States, some companies that held great wealth and did not have the social prestige they wanted, began to create mechanisms to associate their images with the community (Nussbaumer, 2000). This led to this scenario, strong supporters of the arts, bringing the idea that the savvy entrepreneur returns to the community what it earns and made the involvement of companies in grants to take a big boost. (Almeida, 1993).

    In opposition to the American philosophy, France maintains the government action in the field of artistic creation. After 1985 new arrangements were introduced for tax exemption so that patronage turned to be a strong instrument, opening space for the capital. In Italy and England, with almost no tax incentives, large companies are very close to the pure practice of patronage, without political or tax. (Almeida, 1993)

    In Brazil, the relations between the state and the culture, got higher power at the time of Getulio Vargas, who while his government, used an approximation and assimilation of the artistic and cultural elite of the time to draw a beginning of an official cultural policy, bringing between 1946 and 1951 the main patron of Sao Paulo. The government began to have difficulties in co-opting the cultural sector during the revolutionary period (from 1964) and during the Geisel government begins a slow rapprochement, which is accelerated with the end of censorship in government Figueiredo. With Sarney, there is a great rapprochement through the creation of the Ministry of Culture and Cultural Incentive Law.

    However, this rapprochement was again rocked by Fernando Collor, who was elected with strong opposition from the artistic community and also by a lack of cultural policy under the previous government, dismantle the cultural administration without leaving the production of cultural resources (Almeida, 1993) that just happens to be brought back again with the appointment of Sergio Paulo Rouanet to the Department of Culture and the issuing of new laws to encourage an improved version. The investment in culture, currently in Brazil, no longer seems to be in the form of patronage, but through cultural sponsorship and marketing, put into practice, most often by legal persons (Gus, 2002).

    The Brazilian people have the richest world's culture. It is expected that it is not only under the state's care, but also the own society, represented by each citizen and, why not, thought the companies? To Pereira and Libero (2007) the cultural events are communication and marketing's tools used by the organizations that take the arts and culture positive attributes in order to strengthen their institutional image and strengthen the relationship with strategic publics.

    The aim of this paper is to analyze the cultural background of the city of Caruaru-PE, and try to see viability in investing in this city's culture, bringing cultural awareness to the consumer so that--a company that invests in culture could be the basis from the choice of a product or service.

    This way you can, taking as an example Caruaru, alert the business of the country, particularly companies that are located in places with high cultural burden underutilized for a return that such investment can bring in terms of image analysis to that of the organization together population and the accompanying financial return, besides contributing to the government and cultural preservation in an act of citizenship.

  2. LITERATURE REVIEW

    2.1 Marketing concept

    According Lendrevie, Dionysus and Rodrigues (1996), along the industrial revolution of the nineteenth century it was more difficult to manufacture than selling, so that, managers cared more about the production techniques. From the twentieth century, the selling turned into a major concern, and companies have started to realize that their most important asset was the customers. This has meant that marketing take a leading role and extends its scope considerably.

    Lendrevie, Dionysus and Rodrigues (1996) still defines that marketing is a set of tools that the company has to sell their products to achieve profitability. That is, is all that enables the creation, retention and expansion of the company's clientele, Lendrevie, Dionysus and Rodrigues (1996) adds that marketing is a set of methods and means that an organization has to promote, through which the public is interested, behaviors conducive to achieving its own goals.

    The cultural marketing has its origins in the general theory of marketing, a marketing activity that, according to Kotler (1999), was called the marketing mix named by product, square, price and promotion. According to Las Casas (2006), marketing is an activity that is based on the concept of exchange. As to Kotler and Keller (2006), marketing is seen as the art of developing profitable relationships with customer acquisition. Still to Kotler and Keller (2006), involves identifying and meeting human needs and social, i.e., defining it in a simpler way, the marketing covers needs in a lucrative way. According to the American Marketing Association (2004), marketing is an organizational function and a set of processes that involve the creation, the communication and the value's handing over to the customers, as well as managing relationships with them, so that it benefits the organization and its own interested audience.

    Marketing, according to Schiavo (1999), is the process of planning and executing the creation, pricing, promotion and distribution of ideas, products, or services, aiming to create exchanges that will satisfy the needs of individuals and organizations. A traditional design, marketing refers to a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others (Kotler, 1998).

    2.2 Culture

    To know the cultural marketing, it is essential first to clarify what culture is, according Machado Neto (2002), it is the process where the human faculties are developed. According Muylaert (1995), culture can be understood as spontaneous demonstrations that distinguish one social group from others.

    According Manet (1984), culture is information, knowledge and exercise of dominant social values or desirable habits and standards set forth by practices that identify the lifestyle of a community. To Malagodi and Cesnik (1999), culture refers to the lifestyle of a people, in all its length and complexity, which translates into ways of acting, feeling and thinking of a community that learns, innovates and renews its own how to create and do things in a dynamic of constant change.

    Coelho (1989) argues that culture is what makes the individual, group, away from the indifference, is a construction, which can only proceed by differentiation. Its opposite is the dilution. Exactly are the differences, unusual points, which determine the preservation of a specific culture. When a society dominated by the common culture and the differences become extinct. According to the Universal Declaration on Cultural Diversity, UNESCO (2002), cultural diversity is a source of development, both economically and in terms of access to a life of intellectual, emotional, moral and spiritual satisfaction.

    For Benedetti (2009), art and culture are effective agents of change in society. Culture humanizes and develops a critical sense, giving citizens the ability to know their obligations and rights, development and seeking ways to claim. Some stocks of companies linked to the appreciation of culture, for example, sponsorship, show that corporate social responsibility gains increasing importance in the agenda of business leaders (Benedetti, 2009).

    For Cunha and Granero (2008), investment in culture brings benefits to business and society, as it is established an exchange relationship that pleases both parties and the culture is a very important method of intellectual growth of a people. Costa (2004) shows the social and economic impact of culture on their capacity for income generation and employment, because for every million dollars spent on culture, the country generates 160 jobs.

    2.3 Cultural Marketing

    According to Reis (2003) to business sector, cultural marketing is the promotion of cultural events as a communication tool for a product. To Muylaert (1995) and Gracioso (1993), the cultural marketing has a cultural marketing communications strategy that seeks long-term results. As for Baracho and Fortes (2002), the cultural marketing aims the promotion, the protection, the patronage and the appreciation of cultural patterns and linking the company's brand with these values and...

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