<b>CULTURAL MARKETING AND PUBLIC POLICIES FOR CULTURE</b>

Abstract

Enterprises which invest in cultural marketing are obtaining assets such as tax discounts and increase in the visibility of their brands and customer loyalty. In fact, clients are prone to identify themselves with the image the cultural project provided by the firm. Current exploratory and qualitative study mainly identifies the perception of funding and producer firms with regard to laws on incentives to culture and the possibilities of investments within the cultural segment. Data were retrieved by questionnaires in firms which apply cultural marketing to approach clients and increase their visibility. Results show that the firms under analysis practice cultural marketing as a connection tool between opinions that transverse cultural projects and what the firm transmits as the image of its organization or brand. The association between the firm´s image or product and consumers´ experience and the cultural product supplied may be obtained by cultural marketing. Public policies are a help in the process.