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Time: 4.00pm - 5.00pm
This research applies structural organisation theory to examine how theatres and museums organised the increase in cross-selling of virtual performances and exhibitions that arose during the Covid 19 pandemic. These additional activities have continued to operate as the pandemic has declined and will constitute a permanent feature of the marketing portfolios of many arts and heritage venues. The paper analyses how specific configurations of organisation structure, and managerial instruments have affected cross selling performance.
Rita Kottasz is Associate Professor of Marketing within the Department of Strategy, Marketing and Innovation at Kingston University, London, Editor-in-Chief of the Journal of Philanthropy and Marketing (previously: International Journal of Nonprofit and Voluntary Sector Marketing) and Deputy Chair of the Academy of Marketing Special Interest Group on Arts, Heritage, Non-profit and Social Marketing. Her main research interests lie in the areas of arts and non-profit marketing, notably issues to do with fundraising, donor behaviour and cultural consumption. Her recent works have been published in the Journal of Marketing Management, Journal of Nonprofit & Public Sector Marketing, Transportation Research Part A: Policy and Practice, Arts and the Market, Museum Management and Curatorship and the European Management Review.
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Contact: Dr Ceyda Paydas Turan
Dr Ceyda Paydas Turan