Openly accessible

The use of the web as a marketing tool by selected arts organisations in Vietnam : a preliminary investigation

Le, Huong and Sargent, Jason 2010, The use of the web as a marketing tool by selected arts organisations in Vietnam : a preliminary investigation, TMC academic journal, vol. 4, no. 2, pp. 50-63.

Attached Files
Name Description MIMEType Size Downloads
le-useoftheweb-2010.pdf Published version application/pdf 115.17KB 48

Title The use of the web as a marketing tool by selected arts organisations in Vietnam : a preliminary investigation
Author(s) Le, Huong
Sargent, Jason
Journal name TMC academic journal
Volume number 4
Issue number 2
Start page 50
End page 63
Publisher TMC Educational Group
Place of publication Singapore
Publication date 2010-01
ISSN 1793-6020
Keyword(s) electronic marketing
arts marketing
audience development
Vietnam
arts organisations
Summary This paper presents exploratory findings into the use of the web as a marketing tool by arts organisations in Vietnam. The uniform resource locators (URLs) of Vietnamese arts organisations listed in the cultural profiles category of the directory of Vietnamese Cultural Organisations/Departments created by Visiting Arts (UK) for the Ministry of Culture, Sport and Tourism, Vietnam (MCST) (formerly Ministry of Culture and Information – MOCI) were accessed. 17 of these websites were ‘live’ at the time of the study and were evaluated to determine current levels of marketing functionality utilised within the sites. The findings of the evaluation were analysed from the perspective of the four elements of marketing mix (price, place, product and promotion). The study found that all 17 Vietnamese arts organisations analysed were less sophisticated in the usage of the web as a marketing tool compared with their Western counterparts, and that such organisations’ websites contained basic information catalogues and contact details but had limited multimedia functionality. The implications to audience development will be explored further through a survey with stakeholders of the 17 arts organisations in Vietnam as a future research stream.
Language eng
Field of Research 160699 Political Science not elsewhere classified
Socio Economic Objective 940299 Government and Politics not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
HERDC collection year 2010
Copyright notice ©2010, TMC Educational Group
Persistent URL http://hdl.handle.net/10536/DRO/DU:30029500

Connect to link resolver
 
Link to Related Work
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

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.

Versions
Version Filter Type
Access Statistics: 367 Abstract Views, 48 File Downloads  -  Detailed Statistics
Created: Fri, 06 Aug 2010, 15:57:20 EST by Katrina Fleming

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.