Exploratory study into the use of the web as a marketing tool by arts organisations in Vietnam
Le, Huong and Sargent, Jason 2009, Exploratory study into the use of the web as a marketing tool by arts organisations in Vietnam, in ANZAM 2009 : Sustainable management and marketing, Promaco Conventions, [Canning Bridge, W.A.], pp. 1-17.
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This paper presents exploratory findings into the use of the web as a marketing tool by arts organisations in Vietnam. The websites of seventeen Vietnamese arts organisations were evaluated to determine current levels of marketing functionality. The findings were analysed from the perspective of the four elements of the marketing mix (price, place, product and promotion). The study found that arts organisations in Vietnam are less sophisticated in using the web as a marketing tool compared with Western counterparts, and that organisation's websites contained basic information catalogues and contact details but limited multimedia functionality. The implications to audience development will be explored through a survey with stakeholders of the seventeen arts organisations in Vietnam as a future research stream.
NB: The terms 'web' and 'Internet' are used interchangeably in this paper.
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