The Role of gender as criterion for cultural and creative products and services segmentation / Mélanie COLTEL / 2020

Titre : The Role of gender as criterion for cultural and creative products and services segmentation Type de document : Mémoire Auteurs : Mélanie COLTEL, Auteur Année de publication : 2020 Importance : 32 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CONSOMMATION ; CULTURE ; SERVICE SECTEUR ; GAMME DE PRODUITS Résumé : In this seminar paper, we will first introduce the definition of cultural and creative industries, and the notion of gender. Then, we will focus on the passed and actual state of the cultural products and services market and how consumers are perceiving the notion of gender in cultural industries. The goal is to find out the actual trends of people’s consumption in cultural products and services. Then, we will study the limits of the gendered marketing, because the changing society leads to mentality evolution and gender redefinition. The former notion of “gender” is then put into question. And lastly, we will lead a quantitative study to analyse if gender perceptions and roles are genuine influential factors in terms of cultural consumption and see if stereotypes are still present in this open-minded society that is fighting for gender equality. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529100