Abstract:

In management of the entities of culture sector, significant changes associated with changes in consumer behaviours occur. Behaviours of participants in culture in the era of globalisation undergo both homogenisation as well as diversification processes. This causes that decision-makers in various types of cultural institutions look for the information about the scope of standardisation and offer adaptation as well as related marketing actions. The goal of the paper is to show marketing dimensions of management in culture in the context of glocalisation. Discussions are conducted in the context of the role of marketing in management of cultural institutions. Features of Hollywood management model is also presented, and the problems of standardisation and adaptation of television formats to local market are indicated. The paper is based on literature studies. Semiotic approach that falls within the trend of qualitative research was applied in identification of the ways of cinema functioning and positioning while taking into consideration global and local elements. According to this approach, two major cinema types, i.e. multiplexes and arthouse cinemas are described as pairs of binary oppositions. Recognition of binary oppositions and relationships occurring between them and mechanisms of their emergence allows for better understanding of behaviours of participants in culture and how they arrange the world in which they function. Furthermore, it is the starting point for application of semiotic square and identification of space for functioning of a new model of cinema that combines the features of both multiplex as well as arthouse cinema. Knowledge about the role of marketing in management in culture in the context of glocalisation may be useful from the point of view of designing new programs and marketing actions by cultural institutions. Conclusions from conducted literature studies and semiotic research show the need to incorporate trends in consumer behaviours and development of innovative solutions in the sphere of marketing that combine global and local elements.