Customer Insights Hub Research Seminar Series: Organising for the cross-selling of digital arts and heritage products during the COVID-19 pandemic
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Time: 4.00pm - 5.00pm
Price:
free
Abstract:
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.
Speaker:
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.
For further information about this event:
Contact: Dr Ceyda Paydas Turan
Email: c.paydasturan@kingston.ac.uk