Cultural marketing in Europe and its impact on literature. Case study: Sylvia Plath

• Author: Pipos, C. - Funaru, M.
• Position: PhD. Student, Dept. of Marketing, Tourism and International Relations, Transilvania University of Brasov - Dimitrie Cantemir Christian University
• Pages: 21-26

Bulletin of the Transilvania University of Braşov • Vol. 6 (55) •No. 1 - 2013

Series V: Economic Sciences

CULTURAL MARKETING IN EUROPE AND

ITS IMPACT ON LITERATURE.

CASE STUDY: SYLVIA PLATH

C. PIPOŞ

1 M. FUNARU2

Abstract: The pr esent article a ims to discu ss th e impa ct of ma rketing

techniques on cultur e. Nowa days, not only goods ar e sold but idea s, images,

feelings become available for tra ding. Still, it is not easy for culture to

compete again st other fields and sell its goods. As it is, cultura l ma rketing is

promoting all tha t is related to verbal communication, cultur e and arts. In

order to under stand the impact of mar keting in the 20th century on culture

we chose one of the poets that under stood the importa nce of crea ting a

cultural product that sells – Sylvia Plath a nd studied her beliefs on selling

art.

Key words: cultural marketing, cultur e, cultura l services, poetr y,

confession.

1 PhD. Student, Dept. of Marketing, Tourism and International Relations, Transilvania University of Braşov.

2 Dimitrie Cantemir Christian University.

1. Introduction. What is culture?

Culture is any product of thought and

activity of human that is becoming a

common good for society. It includes all

tangible and intangible products of human

beings. Culture refers to the symbols and

values that are socially transmitted.

Taylor (1871, p.1) defines culture as “the

whole complex which includes knowledge,

beliefs, art, morals, law, customs and any

other capabilities and habits acquired by

individuals of a society”.

Any culture includes different systems of

values. Still, values are among the essential

components of a culture. (Adler, 1997, p. 15)

Furthermore, in general, culture

represents the whole legacy of a company

passed by word of mouth, writing or other

forms of communication, and ways of life

and thinking of society which are

transmitted from generation to generation.

The culture reflects the human side of the

economic environment. It is a collection of

related behavioural and learning

characteristics that are shared by members

of society. (Sasu, C-tin., „Al. I. Cuza”

University of Iaşi)

Culture has two components: material

culture (concrete and tangible creations)

and non-material culture (ideas,

knowledge, opinions, values, norms,

symbols, language, and gestures).

There are three main types of culture:

Popular culture - is typical of traditional

and rural societies. On its level, it is

formed and it develops the language of

each community, its common knowledge

of the world. All the information the

community has becomes all the basic

mythology of the community (which