The technological development of the last years has led to increased business competition. As a result, the application of strategic marketing techniques by all organizations, regardless of industry and capacity, has become a contemporary necessity. Cultural institutions, just like any other business entity, have to follow this new reality. It is a matter of fact that cultural managers did not welcome this change but very soon, they realized that contemporizing their institutions was the only solution to meet the market needs and ensure its survival. Gradually the field of interest has shifted from the product as such to the consumer and the expansion of the institution's "family", trying to develop a strong and isometric relationship with them with deep foundations.
Throughout the 21st century, the growing use of the Internet and smart devices has brought a new dynamic to the spotlight. Nowadays in the development of the foundation's relationships with its consumers, marketers could use the available digital tools and social media to achieve better and more immediate results. Social Network Services, changing the business landscape, as they not only act as a channel of communication and interaction between institutions and a global community but also, offer low cost or negligible cost promotion solutions. Over the last fifteen years, there have been many representatives underling the importance of digital presence. The covid-19 pandemic came just to confirm the need for these digital tools. Through this assignment, an attempt is made to identify and determine the use of these tools by cultural institutions. For this reason, it is analyzed, as a case study, the marketing mix of the new Goulandris Museum in Athens in order to identify how the museum uses the available digital tools, in networking, building awareness, and engaging with the community process.
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