%0 Journal Article 
%A Quero Gervilla, María José
%T Cultural communication
%D 2018
%@ 1577-1172
%U http://hdl.handle.net/10498/22195
%X In the current leisure market, the concept of “being
good” is no longer sufficient. Beyond what can or cannot
be qualified as such in the cultural environment, the market
structure has changed in such a way that organisations which
are not capable of presenting themselves to their potential
public will become lost in the sea of information that floods
the range of information on offer to consumers of culture.
Developing an appropriate communication strategy is not
complex, but it does require a profound knowledge of the
public and its behaviour in terms of media consumption, in
addition to rigorous planning. Therein lies the importance of
managing and appropriately inserting communication into the
marketing management department of cultural organisations.
%~ Universidad de Cádiz