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DOI: 10.33226/1231-7853.2020.7.1
JEL: M31, L31

Evaluation of cultural institutions marketing activities on the cross-border market of the city divided by border Cieszyn-Czech Cieszyn

This is an empirical article. Based on CATI interviews with 1035 residents of Cieszyn (555 respondents) and Czech Cieszyn (480 citizens), it was recognized how the marketing mix of cultural institutions are perceived by recipients of the cultural offer available in the divided city of Cieszyn-Czech Cieszyn. The conducted research proves that the marketing instruments of cultural institutions located both on the Polish and Czech side of the city of Cieszyn-Czech Cieszyn were positively evaluated by its inhabitants. Thus, it can be assumed that the instruments used by these entities may be used in the process of shaping long-term relationships with recipients of the cultural offer located on both sides of the border.

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Keywords: cross-border market; divided city; Cieszyn-Czech Cieszyn; cultural institutions; marketing instruments

References

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