{"id":49093,"date":"2021-10-28T13:17:10","date_gmt":"2021-10-28T11:17:10","guid":{"rendered":"https:\/\/fnt.ro\/2021\/?p=49093"},"modified":"2021-11-02T15:41:02","modified_gmt":"2021-11-02T13:41:02","slug":"marketing-in-artele-spectacolului","status":"publish","type":"post","link":"https:\/\/fnt.ro\/2021\/marketing-in-artele-spectacolului\/","title":{"rendered":"Marketing \u00een artele spectacolului"},"content":{"rendered":"<p><div id=\"blog-header\" class=\"fusion-fullwidth fullwidth-box hundred-percent-fullwidth non-hundred-percent-height-scrolling\"  style='background-color: rgba(255,255,255,0);background-position: center center;background-repeat: no-repeat;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;'><div class=\"fusion-builder-row fusion-row \"><div  class=\"fusion-layout-column fusion_builder_column fusion_builder_column_1_1  fusion-one-full fusion-column-first fusion-column-last sub-header-fisa 1_1\"  style='margin-top:0px;margin-bottom:20px;'>\n\t\t\t\t\t<div class=\"fusion-column-wrapper\" style=\"padding: 0px 0px 0px 0px;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;\"  data-bg-url=\"\">\n\t\t\t\t\t\t<div class=\"fusion-text\"><div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/641447162?h=ac3df91968&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Marketing &amp;icirc;n artele spectacolului\"><\/iframe><\/div>\n<p><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/p>\n<\/div><div class=\"fusion-clearfix\"><\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><div  class=\"fusion-layout-column fusion_builder_column fusion_builder_column_1_2  fusion-one-half fusion-column-first first fusion-column-no-min-height 1_2\"  style='margin-top:0px;margin-bottom:0px;width:48%; margin-right: 4%;'>\n\t\t\t\t\t<div class=\"fusion-column-wrapper\" style=\"padding: 0px 0px 0px 0px;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;\"  data-bg-url=\"\">\n\t\t\t\t\t\t<div class=\"fusion-text\"><img width=\"815\" height=\"500\" src=\"https:\/\/fnt.ro\/2021\/wp-content\/uploads\/2021\/10\/Template-carte-FNT-3fdgfg1.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"MARKETING \u00ceN ARTELE SPECTACOLULUI\" loading=\"lazy\" srcset=\"https:\/\/fnt.ro\/2021\/wp-content\/uploads\/2021\/10\/Template-carte-FNT-3fdgfg1-200x123.jpg 200w, https:\/\/fnt.ro\/2021\/wp-content\/uploads\/2021\/10\/Template-carte-FNT-3fdgfg1-300x184.jpg 300w, https:\/\/fnt.ro\/2021\/wp-content\/uploads\/2021\/10\/Template-carte-FNT-3fdgfg1-400x245.jpg 400w, https:\/\/fnt.ro\/2021\/wp-content\/uploads\/2021\/10\/Template-carte-FNT-3fdgfg1-600x368.jpg 600w, https:\/\/fnt.ro\/2021\/wp-content\/uploads\/2021\/10\/Template-carte-FNT-3fdgfg1-768x471.jpg 768w, https:\/\/fnt.ro\/2021\/wp-content\/uploads\/2021\/10\/Template-carte-FNT-3fdgfg1-800x491.jpg 800w, https:\/\/fnt.ro\/2021\/wp-content\/uploads\/2021\/10\/Template-carte-FNT-3fdgfg1.jpg 815w\" sizes=\"(max-width: 815px) 100vw, 815px\" \/>\n<\/div><div class=\"fusion-clearfix\"><\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><div  class=\"fusion-layout-column fusion_builder_column fusion_builder_column_1_2  fusion-one-half fusion-column-last second fusion-column-no-min-height 1_2\"  style='margin-top:0px;margin-bottom:0px;width:48%'>\n\t\t\t\t\t<div class=\"fusion-column-wrapper\" style=\"padding: 0px 0px 0px 0px;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;\"  data-bg-url=\"\">\n\t\t\t\t\t\t<div class=\"fusion-text\"><ul id=\"gallery-count\"><li><a class=\"galerie-foto\" href=\"#galerie-foto\">Galerie foto (  1 )<\/a><\/li><li><a class=\"galerie-video\" href=\"#galerie-video\">Galerie Video ( 1 )<\/a><\/li><\/ul>\n<\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-none\" style=\"margin-left: auto;margin-right: auto;margin-top:25px;margin-bottom:25px;\"><\/div><div class=\"fusion-text\"><h2>de Irina Ionescu<\/h2>\n<h2>Editura EIKON, 2020<\/h2>\n<h2>Pre\u021b: 18,00 ron<\/h2>\n<h2><strong>Unde poate fi achizi\u021bionat\u0103:<\/strong><\/h2>\n<h2 data-fontsize=\"28\" data-lineheight=\"33\">Libr\u0103rii online: www.librariaeikon.ro<\/h2>\n<\/div><div class=\"fusion-builder-row fusion-builder-row-inner fusion-row \"><div  class=\"fusion-layout-column fusion_builder_column fusion_builder_column_2_5  fusion-two-fifth fusion-column-first 2_5\"  style='margin-top: 0px;margin-bottom: 20px;width:40%;width:calc(40% - ( ( 4% ) * 0.4 ) );margin-right:4%;'><div class=\"fusion-column-wrapper\" style=\"padding: 0px 0px 0px 0px;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;\"  data-bg-url=\"\"><div class=\"fusion-button-wrapper fusion-alignleft\"><style type=\"text\/css\" scoped=\"scoped\">.fusion-button.button-1 .fusion-button-text, .fusion-button.button-1 i {color:#ffffff;}.fusion-button.button-1 {border-width:1px;border-color:#ffffff;}.fusion-button.button-1 .fusion-button-icon-divider{border-color:#ffffff;}.fusion-button.button-1:hover .fusion-button-text, .fusion-button.button-1:hover i,.fusion-button.button-1:focus .fusion-button-text, .fusion-button.button-1:focus i,.fusion-button.button-1:active .fusion-button-text, .fusion-button.button-1:active{color:#000000;}.fusion-button.button-1:hover, .fusion-button.button-1:focus, .fusion-button.button-1:active{border-width:1px;border-color:#000000;}.fusion-button.button-1:hover .fusion-button-icon-divider, .fusion-button.button-1:hover .fusion-button-icon-divider, .fusion-button.button-1:active .fusion-button-icon-divider{border-color:#000000;}.fusion-button.button-1{background: #fdb910;}.fusion-button.button-1:hover,.button-1:focus,.fusion-button.button-1:active{background: rgba(255,255,255,0);}.fusion-button.button-1{width:auto;}<\/style><a class=\"fusion-button button-flat fusion-button-round button-large button-custom button-1\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.librariaeikon.ro\/artele-spectacolului\/829-marketing-in-artele-spectacolului.html\"><span class=\"fusion-button-text\">Apas\u0103 aici pentru a cump\u0103ra cartea<\/span><\/a><\/div><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box post_content nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\"  style='background-color: rgba(255,255,255,0);background-position: center center;background-repeat: no-repeat;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top: 30px;'><div class=\"fusion-builder-row fusion-row \"><div  class=\"fusion-layout-column fusion_builder_column fusion_builder_column_1_3  fusion-one-third fusion-column-first first 1_3\"  style='margin-top:0px;margin-bottom:20px;width:33.33%;width:calc(33.33% - ( ( 4% ) * 0.3333 ) );margin-right: 4%;'>\n\t\t\t\t\t<div class=\"fusion-column-wrapper\" style=\"padding: 0px 0px 0px 0px;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;\"  data-bg-url=\"\">\n\t\t\t\t\t\t<div class=\"fusion-text\"><p><span class=\"categorie\"><\/span><\/p>\n<\/div><div class=\"fusion-text\"><\/div><div class=\"fusion-clearfix\"><\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><div  class=\"fusion-layout-column fusion_builder_column fusion_builder_column_1_2  fusion-one-half fusion-column-last second 1_2\"  style='margin-top:0px;margin-bottom:20px;width:50%;width:calc(50% - ( ( 4% ) * 0.5 ) );'>\n\t\t\t\t\t<div class=\"fusion-column-wrapper\" style=\"padding: 15px 0px 0px 0px;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;\"  data-bg-url=\"\">\n\t\t\t\t\t\t<div class=\"fusion-text\"><p>Marketingul face \u00eent\u00e2lnirea\/interac\u021biunea dintre arti\u0219ti \u0219i public posibil\u0103. Este esen\u021bial, dat fiind c\u0103 artele spectacolului nu exist\u0103 \u00een lipsa recept\u0103rii directe de c\u0103tre un public prezent \u00een proximitate.<\/p>\n<p>Volumul combin\u0103 fondul teoretic cu c\u00e2teva studii de caz \u0219i opiniile unor personalit\u0103\u021bi ale lumii culturale\/profesioni\u0219ti cu mul\u021bi ani de experien\u021b\u0103. Printre ei: Emil Boroghin\u0103, Constantin Chiriac, Lucian V\u0103r\u0219\u0103ndan, Adrian Roman, Dan Bartha-Laz\u0103r, Vava \u0218tef\u0103nescu, Gilda Laz\u0103r, Marinela \u021aepu\u0219, Tamara Susoi, Maria S\u00e2rbu \u0219i Simion Buia.<\/p>\n<p>Autoarea sper\u0103 ca \u201efiecare cititor s\u0103 poat\u0103 decide la finalul lecturii (conform scopurilor profesioni\u015ftilor din domeniu, stabilite de Arts Council of Great Britain) \u00een cuno\u015ftin\u0163\u0103 de cauz\u0103 ce func\u0163ioneaz\u0103 \u015fi ce nu func\u0163ioneaz\u0103 pentru propriile obiective organiza\u021bionale, s\u0103 \u00ee\u015fi poat\u0103 \u00een\u0163elege mai bine publicul actual \u015fi s\u0103 descopere cum se poate apropia de spectatorii s\u0103i poten\u0163iali, s\u0103 se concentreze asupra nevoilor publicului \u00eenc\u0103 de la alegerea repertoriului, a distribu\u0163iei \u015fi p\u00e2n\u0103 la scrierea mesajelor destinate comunic\u0103rii \u015fi desen\u0103rii \u00eentregii atmosfere din jurul spectacolului (foaier, personal preluare\/\u00eent\u00e2mpinare, chiar intensitatea luminii, a muzicii de fundal) \u015fi \u2013 nu \u00een ultimul r\u00e2nd \u2013 dac\u0103 st\u0103 \u00een puterile sale, s\u0103 aloce mai multe resurse (umane, financiare, tehnologice) activit\u0103\u0163ii de marketing din propria organiza\u0163ie.\u201c<\/p>\n<p>\u201eCartea este un instrument necesar \u0219i util pentru to\u021bi cei care lucreaz\u0103 \u00een domeniul cultural. Adeseori mi s-a \u00eent\u00e2mplat s\u0103 observ confuzii cu privire la ceea ce \u00eenseamn\u0103 marketingul cu adev\u0103rat. Marketingul nu \u00eenseamn\u0103 doar PR, publicitate sau v\u00e2nz\u0103ri \u2013 \u0219i cartea sublinieaz\u0103 de la \u00eenceput acest lucru. Marketingul este o viziune integrat\u0103, care cuprinde \u0219i identitatea organiza\u021biei \u0219i felul \u00een care este perceput un eveniment cultural. Este medierea rela\u021biei dintre o organiza\u021bie \u0219i public. Dac\u0103 artele spectacolului spun o poveste, \u0219i marketingul trebuie s\u0103 spun\u0103 o poveste, \u0219i reg\u0103sim \u00een volum c\u00e2teva relat\u0103ri ale unor succese remarcabile \u00een zona cultural\u0103. Este o carte foarte bine documentat\u0103 \u0219i este foarte u\u0219or de citit. Este ABC-ul a ceea ce \u00eenseamn\u0103 marketing. Ar putea fi completat\u0103 cu strategii \u0219i politici de marketing, dar este o bun\u0103 introducere pentru to\u021bi cei care lucreaz\u0103 \u00een domeniul cultural. Se reg\u0103sesc aici no\u021biunile teoretice, combinate cu experien\u021be, cu pove\u0219ti de succes, cu studii de caz \u2013 exemple de bun\u0103 practic\u0103, dup\u0103 ani de lucru, de experien\u021b\u0103, de munc\u0103 \u00een echip\u0103. \u00cen marketing conteaz\u0103 foarte mult \u0219i puterea \u0219i creativitatea echipei, \u0219i leadershipul, conteaz\u0103 pasiunea, conteaz\u0103 entuzismul \u2013 sunt foarte, foarte multe elemente, care contribuie, pe l\u00e2ng\u0103 no\u021biunile teoretice, la un demers coerent. Aceast\u0103 carte este baza \u00een\u021belegerii a ceea ce \u00eenseamn\u0103 conceptul de marketing \u00een domeniul cultural.\u201f<\/p>\n<p><em>Diana S\u00e2rbu<\/em>, consultant artistic \u2013 Teatrul Na\u021bional T\u00e2rgu-Mure\u0219<\/p>\n<\/div><div class=\"fusion-text\">\n<\/div><div class=\"share-box fusion-sharing-box boxed-icons\" style=\"background-color:#ffffff;\"><h4 class=\"tagline\" style=\"color:#333333;\">Share: <\/h4><div class=\"fusion-social-networks boxed-icons\"><a class=\"fusion-social-network-icon fusion-tooltip fusion-facebook fusion-icon-facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=&amp;t=\" target=\"_blank\" style=\"color:#ffffff;background-color:#fdb910;border-color:#fdb910;border-radius:4px;\" data-placement=\"top\" data-title=\"Facebook\" title=\"Facebook\" aria-label=\"Facebook\" data-toggle=\"tooltip\"><\/a><a class=\"fusion-social-network-icon fusion-tooltip fusion-twitter fusion-icon-twitter\" href=\"https:\/\/twitter.com\/share?text=&amp;url=\" target=\"_blank\" rel=\"noopener noreferrer\" style=\"color:#ffffff;background-color:#fdb910;border-color:#fdb910;border-radius:4px;\" data-placement=\"top\" data-title=\"Twitter\" title=\"Twitter\" aria-label=\"Twitter\" data-toggle=\"tooltip\"><\/a><a class=\"fusion-social-network-icon fusion-tooltip fusion-linkedin fusion-icon-linkedin\" href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&amp;url=&amp;title=&amp;summary=\" target=\"_blank\" rel=\"noopener noreferrer\" style=\"color:#ffffff;background-color:#fdb910;border-color:#fdb910;border-radius:4px;\" data-placement=\"top\" data-title=\"LinkedIn\" title=\"LinkedIn\" aria-label=\"LinkedIn\" data-toggle=\"tooltip\"><\/a><a class=\"fusion-social-network-icon fusion-tooltip fusion-reddit fusion-icon-reddit\" href=\"http:\/\/reddit.com\/submit?url=&amp;title=\" target=\"_blank\" rel=\"noopener noreferrer\" style=\"color:#ffffff;background-color:#fdb910;border-color:#fdb910;border-radius:4px;\" data-placement=\"top\" data-title=\"Reddit\" title=\"Reddit\" aria-label=\"Reddit\" data-toggle=\"tooltip\"><\/a><a class=\"fusion-social-network-icon fusion-tooltip fusion-googleplus fusion-icon-googleplus\" onclick=\"javascript:window.open(this.href,&#039;&#039;, &#039;menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600&#039;);return false;\" href=\"https:\/\/plus.google.com\/share?url=\" target=\"_blank\" rel=\"noopener noreferrer\" style=\"color:#ffffff;background-color:#fdb910;border-color:#fdb910;border-radius:4px;\" data-placement=\"top\" data-title=\"Google+\" title=\"Google+\" aria-label=\"Google+\" data-toggle=\"tooltip\"><\/a><a class=\"fusion-social-network-icon fusion-tooltip fusion-tumblr fusion-icon-tumblr\" href=\"http:\/\/www.tumblr.com\/share\/link?url=&amp;name=&amp;description=\" target=\"_blank\" rel=\"noopener noreferrer\" style=\"color:#ffffff;background-color:#fdb910;border-color:#fdb910;border-radius:4px;\" data-placement=\"top\" data-title=\"Tumblr\" title=\"Tumblr\" aria-label=\"Tumblr\" data-toggle=\"tooltip\"><\/a><a class=\"fusion-social-network-icon fusion-tooltip fusion-pinterest fusion-icon-pinterest\" href=\"http:\/\/pinterest.com\/pin\/create\/button\/?url=&amp;description=&amp;media=\" target=\"_blank\" rel=\"noopener noreferrer\" style=\"color:#ffffff;background-color:#fdb910;border-color:#fdb910;border-radius:4px;\" data-placement=\"top\" data-title=\"Pinterest\" title=\"Pinterest\" aria-label=\"Pinterest\" data-toggle=\"tooltip\"><\/a><a class=\"fusion-social-network-icon fusion-tooltip fusion-vk fusion-icon-vk\" href=\"http:\/\/vkontakte.ru\/share.php?url=&amp;title=&amp;description=\" target=\"_blank\" rel=\"noopener noreferrer\" style=\"color:#ffffff;background-color:#fdb910;border-color:#fdb910;border-radius:4px;\" data-placement=\"top\" data-title=\"Vk\" title=\"Vk\" aria-label=\"Vk\" data-toggle=\"tooltip\"><\/a><a class=\"fusion-social-network-icon fusion-tooltip fusion-mail fusion-icon-mail\" href=\"mailto:?subject=&amp;body=\" target=\"_self\" style=\"color:#ffffff;background-color:#fdb910;border-color:#fdb910;border-radius:4px;\" data-placement=\"top\" data-title=\"Mail\" title=\"Mail\" aria-label=\"Mail\" data-toggle=\"tooltip\"><\/a><\/div><\/div><div class=\"fusion-clearfix\"><\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":17,"featured_media":49095,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[10852],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - 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