Art in a system of social marketing: the experience of communication of Russian companies with society
by Larisa Piskunova; Liudmila Starostova
International Journal of Business Performance Management (IJBPM), Vol. 16, No. 4, 2015

Abstract: Companies today actively use technologies of social marketing in their communication with society. There are different forms of manifestation of corporate social responsibility: charity programs, significant for society initiatives, willingness to cooperate with partners in social projects. Various forms of support for arts also become a part of social communications of companies (corporate art collections, museums of contemporary and classical art, participating in thematic exhibition projects). This can be interpreted as a modern form of the traditional patronage as a social institution of supporting arts. Despite the apparent similarity of the external features of the traditional patronage and some forms of social responsibility of business, value-motivational aspects of such business initiatives remain unclear for researchers. The article summarises the results of the study of value-motivation schemes of Ural businessmen-philanthropists and identifies mechanisms of transformation of philanthropy institute in the field of modern social communications.

Online publication date: Tue, 06-Oct-2015

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