Kulturmarketing

Culture and Marketing: Symbiosis or Incompatibility? There are differing opinions on this matter. Cultural creators see the marketing of cultural products as a danger that could limit the diversity of offerings and lead to the production of only "marketable" cultural products. On the other hand, culture can only be brought closer to people if they are familiar with it. For cultural institutions, this presents a significant challenge. On one hand, they have a socio-political responsibility and a cultural educational mandate. On the other hand, cultural institutions are forced to act economically. Their justification for existence no longer solely stems from their cultural educational mandate. They must face the ever-increasing competition in the leisure and education market, which arises from budget cuts in public cultural funding.