Gestão da cultura: estratégia e articulações no âmbito do branding e das tribos urbanas

Nelson Pinheiro Gomes

Resumo


Através de um processo de revisão literária, pretende-se contextualizar as abordagens do branding cultural e do marketing tribal no âmbito da gestão da cultura. Estas articulações permitem o desenvolvimento de um modelo de análise de estilos de vida e de públicos, com vista à geração de conceitos e soluções com uma aplicação estratégica no âmbito de uma prática conjunta de branding cultural e tribal. A gestão da cultura atua como a área de estudo específica que permite integrar a análise cultural com vista a uma aplicação institucional.


Palavras-chave


Cultura; Branding Cultural; Marketing Tribal; Estratégia

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