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 448 Title The use of the web as a marketing tool by selected arts organisations in Vietnam : a preliminary investigation Author(s) Le, Huong orcid.org/0000-0002-1806-6089 Sargent, Jason Journal name TMC academic journal Volume number 4 Issue number 2 Start page 50 End page 63 Total pages 14 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 Free to Read? Yes Persistent URL http://hdl.handle.net/10536/DRO/DU:30029500 Document type: Journal Article Collections: Faculty of Arts and Education Faculty of Business and Law School of Management and Marketing Higher Education Research Group Open Access Collection Related Links Link Description Connect to published version Go to link with your DU access privileges     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 Fri, 06 Aug 2010, 15:57:24 EST Tue, 10 Aug 2010, 10:54:58 EST Tue, 10 Aug 2010, 10:56:39 EST Fri, 10 Dec 2010, 13:36:46 EST Mon, 13 Dec 2010, 13:04:43 EST Mon, 13 Dec 2010, 13:05:31 EST Tue, 08 Nov 2011, 15:33:09 EST Tue, 08 Nov 2011, 15:36:05 EST Thu, 06 Dec 2012, 08:02:48 EST Tue, 06 Sep 2016, 15:45:31 EST Tue, 05 Dec 2017, 09:16:47 EST Fri, 07 Sep 2018, 15:01:37 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 950 Abstract Views, 448 File Downloads  -  Detailed Statistics Created: Fri, 06 Aug 2010, 15:57:20 EST by Katrina Fleming