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Selected Case

published: 01 Jul 2004

  • Topic: Marketing
  • Industry: Not for Profit Culture
  • Region: Europe

Abstract:
The world's most prestigious museum, the Louvre, redefines its marketing strategy after conducting an exhaustive analysis of its youth market. It relaunches its product targeted to young adults, the Louvre Youth Pass, trying to reconcile the conflict between its mission of public service and the recent financial objectives imposed by the Culture Ministry.

Pedagogical Objectives:
To acquaint students with the product management challenges in a non-profit cultural organization by examining the launching of new products, setting product goals and objectives, determining the user benefits, evaluating product performance and modifying existing products.

Keywords:
Arts Administration, Cultural Marketing, Non-Profit Marketing, Product Development, Membership Programs, Market Segmentation, Youth Market, Promotional Strategy


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