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Arts marketing : a new tool for development of the arts sector in the market context in Vietnam

Le, Huong 2005, Arts marketing : a new tool for development of the arts sector in the market context in Vietnam, in 2nd Australasian Nonprofit and Social Marketing Conference, The Bowater School : at the threshold : challenges and developments in social, sport and arts marketing., Bowater School of Marketing, Deakin University, Geelong, Vic..

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Title Arts marketing : a new tool for development of the arts sector in the market context in Vietnam
Author(s) Le, Huong
Conference name Australasian Nonprofit and Social Marketing Conference (2nd : 2005 : Melbourne, Vic.)
Conference location Melbourne, Vic.
Conference dates 22-23 September 2005
Title of proceedings 2nd Australasian Nonprofit and Social Marketing Conference, The Bowater School : at the threshold : challenges and developments in social, sport and arts marketing.
Editor(s) Rentschler, Ruth
Hall, John
Publication date 2005
Conference series Australasian Nonprofit and Social Marketing Conference
Publisher Bowater School of Marketing, Deakin University
Place of publication Geelong, Vic.
Keyword(s) arts management
arts marketing
cultural policy
case study
Vietnam
Summary Since the economic reform in Vietnam in 1986 provided more artistic and financial autonomy, the arts community has had more opportunity to develop. It has hence become necessary for arts leaders to obtain management and marketing skills to adapt to the new competitive environment. This necessity became vital when the Vietnamese government sought to tackle the problem of inadequate state funding for arts organisations through its policy of socialisation. This paper sets out to examine how performing arts organisations in Vietnam apply arts marketing strategies to adapt to the market context via empirical data from the cases studied: Vietnam National Symphony Orchestra and Hanoi Youth Theatre. Further, it identifies implications for the development of the sector. Findings indicate that Vietnamese performing arts organisations focus on the role of marketing for organisational development, although there are a lack of resources and a limited knowledge in this area. Thus, training in arts marketing and arts management is needed to maximise capacity of arts leaders in managing their organisations in the changing context.
Notes (Arts Marketing Best Paper Award 2005) . Refereed paper
ISBN 1741560187
9781741560183
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1.1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©2005, Deakin University, Bowater School of Marketing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30020975

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.