Marketing para as artes: a evolução do conceito de Marketing cultural e a importância desse campo de atuação para o profissional de Relações Públicas

Abstract

Brazilian art and culture agents have traditionally opposed the use of Marketing techniques. Ignoring what Manoel Maria de Vasconcellos defined as being the “the spirit of Marketing” concept (“to produce what is sold rather than to sell what is produced”), artists and their managers complain about the lack of education, the lack of audience and the lack of government funds for their activities, while on the other hand they appear astonished with the competent Marketing conducted by the culture industry next door. It is essential to overcome this prejudice and, due to their backgrounds, Public Relations professionals have profiles that are tailored for this task.