Title: Art in a system of social marketing: the experience of communication of Russian companies with society

Authors: Larisa Piskunova; Liudmila Starostova

Addresses: Higher School of Economics and Management, Ural Federal University, Mira Str., 19, Yekaterinburg, 620002, Russia ' The Institute of Public Administration and Entrepreneurship, Ural Federal University, Mira Str., 19, Yekaterinburg, 620002, Russia

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.

Keywords: social marketing; patronage; philanthropy; socially responsible business; social communication; art management; Russia; corporate social responsibility; CSR; support for the arts; value motivation; business philanthropists.

DOI: 10.1504/IJBPM.2015.072237

International Journal of Business Performance Management, 2015 Vol.16 No.4, pp.407 - 420

Received: 17 May 2014
Accepted: 15 Nov 2014

Published online: 06 Oct 2015 *

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