Museum Marketing

This work introduces the concept of "transversal educational marketing," defined as a form of marketing through which organizations – regardless of their economic sector – integrate content with formative value into their communication strategies. The aim of this approach is to inform and educate consumers (both clients and non-clients), building sustainable relationships based on trust, transparency, and knowledge transfer, extending beyond the traditional scope of educational institutions. The concept is analyzed through the lens of its increasing adoption in fields such as healthcare, financial services, creative industries, or retail, offering an ethical and sustainable alternative to traditional advertising.  This document represents a selection of fundamental terms and concepts, extracted from a larger ongoing work titled "Marketing educațional transversal: Fundamente și concepte în noul ecosistem educațional." The purpose of these selections is to define the theoretical and terminological framework of the "transversal educational marketing" concept.

L'intervento di restauro effettuato nel 2023 su un manoscritto pergamenaceo del XVI sec. è stato presentato in una sentita manifestazione pubblica per i cittadini di Caramagna Piemonte (CN) e le cittadine limitrofe. Il progetto è stato occasione di riflessione sul significato di "patrimonio culturale" e sulla sensibilizzazione a livello locale. L'intervento di restauro sul volume, rinvenuto quasi completamente smontato, ha avuto come obiettivo quello di ricomporne l'unità cercando il giusto compromesso tra il ripristino e il minimo intervento, dando priorità ove e quando possibile al recupero degli elementi originali e documentando quanto più possibile le evidenze materiali e strutturali attraverso la documentazione scritta e grafica di accompagnamento all'intervento.

Întreaga responsabilitate pentru conținutul articolelor aparține autorilor. Revista publică articole conținând doar contribuții originale, din diverse domenii ale culturii. © OltArt, 2026 Toate drepturile rezervate. Nicio parte din această ediție nu poate fi copiată prin orice formă sau prin orice mijloace, electronic sau mecanic, incluzând fotocopierea, înregistrarea sau orice alt suport de stocare-redare, fără acordul scris al autorilor.

Cultural heritage: its enhancement in a planned development context. Ethnographic examples from a research in the Swat Valley (North-West Pakistan).

This paper proposes some considerations on the actions and the dynamics involved in a context of planned development in the North West of Pakistan, the Swat valley, a region that has seen in recent years political and military upheaval following the Taliban conquest. The analysis is based on data collected during an ethnographic research focused on the actions of a development project which sees the cultural heritage, its enhancement and community involvement as key factors for the region's economic recovery. In particular, the paper offers observations regarding the installation of the Swat Archaeological Museum’s exhibition, a pivotal element of the development project (ACT Project).
The study of the interactions between developers and beneficiaries, and negotiations of meaning between these two heterogeneous groups of actors allows to analyze the continuing process of building of the cultural heritage at the institutional level. The current study gives also the opportunity of analyzing the strategies adopted to give or amplify the cultural value of the archaeological resources of the Swat valley. The observation of the micro-development policy of the project also allows to investigate how the local social actors involved in the project understand and give meaning to their own heritage, as they participate in a 'production of locality' filled with a plurality of interpretations, highlighting complex, heterogeneous and multi-vocal realities.

Cultural student groups at the University of Crete in Heraklion constitute one of the most vibrant and creative aspects of student life. The concept of "space" within these groups transcends its physical dimension and is shaped through social relations, symbolic practices, identity processes, and forms of informal learning. This article examines how cultural groups in Heraklion create, shape, and re-signify their spacephysical, social, digital, and symbolicdrawing on theoretical perspectives on space (Lefebvre, Massey), communities of practice (Wenger), and the pedagogy of creativity and democracy. The analysis highlights the specific characteristics of the Heraklion Student Centre, the historical development of the groups, the pedagogical dimensions of participation, and the challenges they face. The article concludes with proposals for strengthening institutional support and directions for future research.

This paper examines and proposes design strategies that emerge in the development of mobile locative applications for the interpretation and promotion of industrial cultural heritage. Mobile locative applications are understood here as platforms in which the activation and display of digital information are spatially determined and context-sensitive.

This paper explores the digital communication of museums in Greece, with a particular focus on the region of Western Macedonia, which records the lowest share of museum visits nationwide. Adopting a mixed-methods approach, the study combines quantitative mapping of 305 museums from the official «Odysseus» database of the Hellenic Ministry of Culture

While there is quite substantial research on how marketing strategies for
archaeological sites affect destination branding, little can be found in literature on the impact of a market orientation adoption in these heritage assets on the development of sustainable tourism. This study aims to examine and propose a market orientation model which variables best define tourism sustainability in archaeological sites. The methodology is based on a qualitative and quantitative research to empirically test the model, using an international sample of eleven heritage management experts for the qualitative study, and 129 managers of archaeological sites worldwide for the quantitative research. This research provides empirical evidence indicating that market orientation positively influences tourism sustainability in archaeological sites, and proves the relevance of analysing the tourism functionality of these assets before implementing a market orientation plan.

This study investigates the Louvre Abu Dhabi as a brand extension of the Louvre in France, focusing on factors influencing brand extension attitude and its impact on visit intention. Data from 934 questionnaires are analyzed using partial least squares in a multi-group study. The research aims to enrich discourse on tourist brands by examining brand image, perceived fit, and perceived brand localness within the context of the Louvre Abu Dhabi project. Results suggest a potential correlation between positive brand extension evaluation and increased future visits, highlighting practical implications for brand management in cultural tourism. The study also raises theoretical questions regarding global marketing research, emphasizing the need for an integrative approach to understand brand extension attitude's role in enhancing visit intention.

This research explores the impact of authenticity and involvement on destination image, aiming to comprehend visitor satisfaction, experience quality, re-patronage intentions, willingness to pay more, and word-of-mouth. Structural equation modelling was employed for analysis using data from 394 visitors to Side, Turkey. According to research findings, authenticity and involvement positively influence destination image. The findings demonstrate that developing repatronage intentions, word-of-mouth recommendations, and willingness to pay more can be facilitated through experience quality and satisfaction. Also, it is proved that satisfaction is positively influenced by destination image. Moreover, authenticity and involvement positively influence destination image. According to research results, to increase willingness to pay, it is imperative to offer a high-quality cultural tourism experience, wherein tourists gain knowledge about the heritage destination and enjoy the experience while deeply engaging with the surroundings. Furthermore, public and private organisations should design visitor experiences that consider authenticity and involvement to enhance destination image and increase customer satisfaction.

This study explores how the benefits residents perceive influence their support for tourism and sustainable practices in nature-based tourism. It highlights the importance of community involvement and local support in achieving sustainable tourism. The study uses Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis to test the proposed hypotheses. The research is conducted in Arribes del Duero Natural Park, a protected natural area spanning Spain and Portugal. Data were collected through an online survey with convenience sampling, resulting in 401 usable questionnaires. The findings demonstrate that community involvement has a positive and significant influence on perceived benefits, support for tourism, and sustainable market-oriented approaches. Perceived benefits also positively and significantly impact support for tourism and sustainable market-oriented approaches. Furthermore, support for tourism is found to have a positive and significant influence on sustainability.

This research was performed due to the need of adopting a sustainable marketoriented approach in tourism resources. Drawing on the fact that residents' perceptions are considered crucial to achieve sustainable tourism, little research has been conducted regarding permanent and second home residents. Hence, this research aimed to explore the effects of their attitudes on sustainability, understood within a market-oriented perspective. In view of the dissimilarities of results obtained in literature regarding the hypotheses proposed, the findings offer revealing contributions. The data analysis showed that the most significant effects were related to the impact of residents' perceived benefits on sustainability and support for tourism, presenting significant differences among the two sample groups. Although in both samples the effects were positive and meaningful, the permanent sample disclosed a stronger effect than the second homeowners' group. This study offers interesting insights for scholars and managers by shedding light on the understanding of tourism.

Lembaga Ilmu Pengetahuan Indonesia merevitalisasi Museum Etnobotani Indonesia menjadi Museum Nasional Sejarah Alam Indonesia (Munasain) dengan tujuan meningkatkan profesionalisme dalam diseminasi. Munasain merupakan salah satu obyek wisata di Kota Bogor, namun relatif belum banyak dikunjungi wisatawan dibandingkan Museum Zoologi dan Museum Tanah dan Pertanian.  Penelitian ini bertujuan mengetahui profil dan persepsi peminat Munasain untuk mencari penyebab rendahnya kunjungan dan memberikan solusinya.  Penelitian dilakukan dengan metode deskriptif menggunakan instrumen kuesioner yang disebarkan kepada 400 responden.  Hasil penelitian menunjukkan bahwa peminat Munasain terbesar adalah kelompok umur 21-30 tahun (38,0%). Sebagian besar responden memperoleh informasi tentang Munasain dari media sosial (67,5%).   Tema Munasain yang diminati adalah 38,6% tentang etnobotani, 32,3% koleksi sejarah dan budaya, 27,3% sejarah alam.  Bagi responden Munasain dianggap istimewa dibanding museum lai...

Professore a contratto di Sociologia dei processi culturali e comunicativi Università di Pisa Riassunto L'ideologia che assimila il giudizio estetico a una disposizione naturale continua a essere molto presente nel senso comune, nonostante numerose ricerche abbiano dimostrato da tempo l'origine sociale del gusto (Bourdieu, 1979). Il posizionamento dell'individuo nel campo sociale produce conoscenze e pratiche, quali la fruizione dei Beni culturali e la sensibilizzazione alla loro tutela, che variano in ragione del volume complessivo e della composizione del capitale posseduto. La scuola dovrebbe favorire la formazione di un "bisogno" culturale e di una autonoma capacità di giudizio estetico che rischiano di rimanere preclusi soprattutto agli studenti provenienti da famiglie svantaggiate, più facilmente soggetti a forme di consumo indotte dall'industria culturale. In passato, gli studi liceali, grazie al concorso di molte discipline, sono stati in grado di originare una adeguata consapevolezza del valore sociale del patrimonio culturale, ma questa formazione non ha riguardato, se non occasionalmente, i ragazzi con status socio-economico basso. Il sistema scolastico italiano presenta infatti una forte selettività in relazione al background familiare, sia in direzione verticale, con riferimento ai titoli di studio conseguiti, sia in senso orizzontale per la correlazione esistente tra origine sociale e indirizzi di studi frequentati. Le disuguaglianze di opportunità di accesso a una formazione estetica sono peraltro aumentate con la cosiddetta "Riforma Gelmini". Sono state infatti ridotte o eliminate le ore di insegnamento di discipline storico-artistiche (si pensi alla abolizione dell'insegnamento della storia dell'arte nell'indirizzo alberghiero-turistico dell'Istituto professionale) e aboliti anche alcuni indirizzi di studi specifici (ad esempio quello in Beni culturali all'interno del liceo artistico). La nuova legge sulla scuola sottolinea la necessità di aumentare le ore di insegnamento della storia dell'arte nelle scuole secondarie superiori. L'ampia autonomia riservata ai Dirigenti scolastici riguardo alle scelte da operare per la definizione dell'organico potrebbe tuttavia non tradursi in un reale investimento in questa direzione. Ancora molto, dunque, rimane da fare affinché tutti possano avere accesso a una preparazione specifica che possa formare dei cittadini consapevoli dell'importanza del patrimonio culturale materiale e immateriale presente nel nostro Paese.

Com este artigo buscou-se realizar um estudo bibliométrico da literatura científica nacional e internacional sobre Inteligência Competitiva em Hotelaria. Em termos metodológicos, recorre-se ao protocolo Cochrane por meio da utilização do acrônimo PICO (população, intervenção, comparação e outcomes) para a proposição da questão de revisão, adaptada de protocolos de revisão sistemática das áreas de ciências sociais e saúde aplicada nas bases Web of Science e Scopus. Como resultados, o estudo evidencia que ainda há escassa, porém, crescente literatura científica sobre Inteligência Competitiva em Hotelaria. O estudo ressalta a importância do tema para o processo de tomada de decisão no segmento escolhido e oferece valiosa análise sobre a evolução do assunto proposto, com debate dos principais artigos.

In Ecuador, its history and culture are crucial for the population identity and a major attraction for visitors to the country. Museums are main centers hosting all the cultural richness, traditions and customs of the nation which have valuable objects that represent the traditions and memory of the ancestors. Upon recognition of museums' importance for locals and tourists, this research analyzed the visitor's profile through the different rooms and the Archaeological Park of Pumapungo Museum in Cuenca city, administered by the Ministry of Culture and Heritage. The research methodology applied in this profile survey and its comparative analyzes was quantitative, through analysis of reading sources that collect the history of these sites, using magazines and cultural attractions, emphasizing the visitor profile survey whose main pillar is the elaboration of surveys, and data tabulation. Alongside, qualitative methodology is applied with case studies through interviews with technical experts in the field.

Political changes that stirred the Balkans at the end of the 19 th century coincided chronologically with other unrelated processes. One of them is the expansion of new forms of tourism in which museums restructured according to the principles of new museology take important place. The development of new museology, being another separate process, gives a significant role to smaller, local and regional museums. In addition to the role of heritage protection and development of general knowledge they are gaining more and more importance for the preservation of the local community identity. On the other hand, unique specificity of each local community is an attraction that draws modern tourists and permanent museum exhibitions represent places where they can find out themselves about the characteristics of the environment which they are visiting. Acceptance of these new tasks by the museums in the Balkans is much more complex because they firstly had to give up their roles of establishe...

Вступ. Економіка знань, сформована в умо­вах постіндустріального суспільства, яка харак­теризується переважанням виробництва пос­луг над виробництвом товарів, сьогодні транс­формується в економіку вражень. Проблема. Зміна поведінки споживачів, розвиток цифрових технологій призвели до загострення конкуренції у сферах виробництва та надання послуг, до відкриття нових можли­востей у сфері надання різноманітних вражень, що потребує нових маркетингових концепцій. Метою статті є обґрунтування застосу­вання концепції дизайну вражень у цифровому маркетингу мереж кінотеатрів. Методи. Використано методи аналізу та синтезу, системно-структурного аналізу, порів­няння, логічного узагальнення, що дало змогу обґрунтувати застосування концепції дизайну вра­жень у цифровому маркетингу мереж кіно­театрів. Результати дослідження. Розглянуто діяль­ність вітчизняних мереж кінотеатрів, викорис­товуваних цифрових кінотехнологій, що дало змогу розподілити мережі за рівнями конку­рентоспроможності. Визначен...

РЕЗЮМЕ Въведение: В различните периоди на човеш-ката история на връзките с обществеността (ВО) са възлагани разнообразни задачи-мобили-зиране на населението при военни действия, дис-кредитиране на политически противници, на-лагане на религиозни идеи, продажба на стоки, разпространение на информация. Използване-то на ВО вече е задължително за всяка организа-ция, която иска да създаде положителен имидж в обществото, да привлече съмишленици и да реа-лизира поставените си цели. Цел: да се предста-ви същността, методологията и опита в поли-тиката на ВО и изграждането на корпорати-вен имидж на съвременната българска болница. Материал и методи: проучени са литературни източници и е заимстван опитът на най-голя-мата университетска болница в Североизточ-на България-УМБАЛ "Св. Марина" ЕАД-Ва-рна. Резултати и обсъждане: откроени са основ-ните понятия и методология за ВО. Представе-ни са тактики за ВО и корпоративен имидж, които съвременната болница може да приложи за внасяне на имидж...

In this study we emphasize some new insights on the "demand and supply couple" in the peculiar case of books production. By this term ("book production") we refer only to the segment of scientific books and publications (periodical or nonperiodical ones) which has a specific, well-defined and usually not a large number of consumers -at least on a restricted geographical area. A book is viewed here not only as a commodity, in its physical sense, but as a bearer of information which is an intangible object with a perennial feature. Our idea concerning the relationship between demand and supply in this field of scientific publications is that the subjects/ domains proposed and/ or treated in these materials influence both demand and supply the stress being laid mainly on the supply. Some actual examples are given also.

In contextul recentei aderari a Romaniei la Uniunea Europeana turismul reprezinta una din oportunitatile reale pe care perioada imediat urmatoare o ofera tarii noastre. Or, experienta dobandita, facilitatile existente, competitivitatea preturilor, recomanda Romania ca o atractiva destinatie, dar ...

Müzeler kültürel endüstrilerde artan rekabetle birlikte pazarlama alanının inceleme konularından biri haline gelmiştir. Bu kapsamda, literatürde müze deneyimini inceleyen deneyimsel tüketim odaklı ve müşteri deneyimi yönetimi odaklı iki tür araştırma yaklaşımının geliştiği görülmektedir. Deneyimsel tüketim odaklı çalışmalar müze ziyaretlerinde ortaya çıkan müşteri deneyimi türleri ile müşterilerin bu deneyimlere karşı verdikleri tepkilere odaklanmışlardır. Müşteri deneyimi yönetimi odaklı çalışmalarda ise hizmetle ilgili deneyimsel uyarıcılar irdelenmiştir. Bu çalışmalar müze deneyimi ile ilgili farklı bulgular sunmuş olsalar da müzede ortaya çıkan deneyim türleri ve çıktılarını kapsayıcı bir şekilde sınıflandırma konusunda yetersiz kalmışlardır. Dolayısıyla, bu çalışmada deneyimsel tüketim yaklaşımını benimseyen önceki çalışmalar üzerinde bir sistematik literatür analizi gerçekleştirilerek müze ziyaretlerinde ortaya çıkan deneyim türlerini ve çıktılarını içeren detaylı bir kavramsa...

This article examines the perceptions of museum employees in the Republic of Cyprus regarding museum visitation and the role of marketing practices in enhancing the appeal and long-term sustainability of state museums. Findings from semi-structured interviews highlight the urgent need for organizational restructuring and improved management, with a focus on adopting targeted marketing strategies. The research underscores that local state museums face critical structural reform challenges and that optimizing the quality of cultural offerings, integrating digital tools and employing effective marketing techniques are key factors for increasing visitation and ensuring financial sustainability. Therefore, studying and adapting best practices successfully implemented in cultural industries across Europe and internationally presents a valuable opportunity to elevate the Cypriot museum sector and enhance their future positioning within the global cultural landscape.

Tan incorrecto es nombrar «archivo» a un cúmulo de documentos no organizados ni descritos que imposibilita la identificación, recuperación y consulta de la información contenida en ellos de manera expedita, a pesar de encontrarse en ambientes físicamente adecuados, como llamar «sistema de gestión documental» a un espacio digital donde, aun cuando esté desarrollado con la última tecnología, se acumulen activos de información sin la debida parametrización, consecuencia de obviar la aplicación de los procesos y procedimientos archivísticos adecuados a los medios tecnológicos correspondientes. Sin contar con un esquema de metadatos que represente la valoración documental, que a su vez garantice la autenticidad, integridad, fiabilidad, disponibilidad y usabilidad de los documentos, como lo establece el Reglamento de Gobierno Digital y lo exigen los principios del procedimiento administrativo general, es imposible asegurar no solamente la seguridad de la información a largo plazo, sino también la gobernanza, la transparencia y la rendición de cuentas, así como la confidencialidad orientada a la protección de datos personales y de la seguridad nacional. Incorporar la ciencia archivística para la adecuada gestión documental que asegure el acceso a la información a largo plazo implica equivaler cada proceso y procedimiento archivístico tradicional al entorno electrónico, partiendo de la pieza documental simple, es decir, el tipo documental, el cual tiene su función particular de conformar los expedientes durante el trámite de cada procedimiento administrativo, que deberán ser custodiados conforme a los plazos de retención previamente establecidos, como evidencia de derechos ciudadanos.

Cette étude exploratoire vise à apporter différents éclairages sur 3 axes de recherche: L'évolution des représentations des tout-petits et des musées. L'expérimentation de pratiques de médiation auprès de "nouveaux" publics : le duo tout-petit/accompagnant•e. Les enjeux de collaborations intersectorielles (culture, petite enfance, familles) coordonnées par le porteur de projet et pensées avec la recherche.

Artigo Selecionado -Edição especial Inovação e Empreendedorismo em Turismo: interação entre os diferentes atores Resumo: O presente estudo centrou-se em estudar o cenário das empresas digitais brasileiras por meio do mapeamento de empresas digitais brasileiras que atuam no trade turístico a fim de conhecer a clusterização da tecnologia aplicada ao turismo. Para tanto, apresentou-se discussões em torno do turismo e do comércio eletrônico e a formação de clusters no turismo. O procedimento metodológico pautou-se na pesquisa bibliográfica e na pesquisa exploratória, realizando a distribuição geográfica das empresas, em que foram consideradas as formas de comercialização no comércio eletrônico e o enquadramento em 8 categorias de empresas digitais na cadeia produtiva do turismo, tais como: atrativos, agenciamento, hospedagem, alimentos e bebidas, gestão de viagensconsumidor, gestão de negócios, serviços de apoio turísticos, transportes e eventos. Constatou-se a existência de 173 plataformas digitais brasileiras que desenvolvem soluções tecnológicas para o turismo, sendo que a maioria está localizada no estado de São Paulo e pormenorizada nos estados de Minas Gerais e Rio de Janeiro, revelando a possibilidade da formação de clusters de tecnologia aplicada ao turismo nos municípios de São Paulo -capital e de Belo Horizonte. A atuação destas empresas encontra-se principalmente nas categorias de transportes e gestão de negócios empresariais. Constata-se que as travel techs brasileiras estão atuando predominantemente no desenvolvimento de plataformas voltadas para o Transporte (22%) com o foco diretamente no cliente, ou seja, fazendo a primeira etapa do produto turístico (Transporte, Hospedagem, Destino e Alimentos e Bebidas) na ponta da cadeia. Palavras-chave: Turismo. Tecnologia aplicada ao turismo. Clusters. Travel techs.

Resumo O artigo busca evidenciar termos e narrativas que embasaram a ação de protagonistas no confito em torno à atividade turística na cidade de Barcelona, Espanha. Uma vasta carga discursiva emerge do embate entre os agentes envolvidos: empresários, Preeitura, movimentos sociais, membros da Academia, produzindo um léxico próprio, composto por termos tais como overtourism, turismoobia, anti-turismo e turistização. Em busca dos signicados de tão expressiva e metaórica comunicação oram entrevistados in loco representantes dos segmentos mencionados. Complementarmente, realizouse levantamento de ontes bibliográcas e documentais para melhor compreensão da terminologia empregada nas distintas, e por vezes confitantes, narrativas construídas pelos agentes entrevistados.

We address key concepts of AR, its applications in cultural tourism, and highlight gaps in research. We describe the methodology, results and discussions, and conclude by highlighting the contributions of the study and suggestions for future research. RA promises to transform cultural tourism by enriching experiences and promoting cultural heritage.

Rivolto al personale direttivo dei musei italiani, questo quaderno si propone di verificare attraverso questionari e liste di controllo se i requisiti e standars previsti dal Manuale di pratica museale. il museo accogliente sono effettivamente presenti, per rendere il proprio istituto non solo accessibile ma accogliente

Rivolto ai responsabili dell'accoglienza e ai direttori di museo, Siamo un museo accogliente? propone le liste di controllo e i questionari utili a verificare se il museo risponde ai requisiti e standard previsti da Il museo accogliente. Manuale di pratica museale affinché tutto il personale operi per rendere il proprio istituto non solo accessibile ma accogliente.

Palazzo Madama -Museo Civico d'Arte Antica in Turin (Italy) owns nearly 300 ivories from the XII to the XVIIIth century, mostly coming from the Royal Treasure of the Savoy Palace in Turin. In March 2016 the museum completely renovated the ivories' showcases. In parallel the curators went through a deep art historical research on the museum's ivories which converged in a systematic catalogue of the collection. Even being a "traditional" museum of ancient art, Palazzo Madama works on its collections with a wider and transversal approach, drawing in disciplines such as antropology, history of culture and chemistry and experiencing projects of storytelling. The museum has carried out in the last five years series of conferences, exhibitions and public education activities dedicated to the ritual and symbolic use of ivory over the centuries: with an overview from the past to the present and across the three continents of Europe, Asia and Africa, anthropologists, historians and representatives of the local communities have driven the dialogue to raise awareness on a medium which "walks" with humanity from its origin. The Museum believes that, in order to introduce policies to save elephants and to combat poaching, it is necessary for citizens to see and understand ivory artefacts duly explained.

1. Plantera, luego de un proceso creativo, una IDEA de un producto nuevo (bien o servicio) que le gustaría lanzar en el mercado de Cuenca. Debe ser un producto, cuya categoría usted conozca significativamente y/o tenga experiencia de haber trabajado en el mismo. 2. Determinar la CATEGORÍA en la que competiría su producto. Recuerde que debe definirla sin mayor amplitud o estrechez. 3. Analizar a los principales competidores utilizando una matriz CPM valorada, y escribir las conclusiones de este análisis. 4. Determinar el PERFIL Y EL TAMAÑO (dimensionado en personas, unidades y dólares) del segmento(s) de mercado de interés. 5. Construir un BUYER PERSON para cada uno de los segmentos seleccionados. 6. Determinar el POSICIONAMIENTO deseado y el tipo de estrategia a utilizar para ello. Plantear una declaración de posicionamiento y un mapa de posicionamiento de la categoría. 7. Definir la Propuesta Única de Valor PUV detallando qué elementos diferencian su propuesta de la de los competidores. 8. Desarrollar el MARKETING MIX para la PUV: a. Producto: i. Niveles de Producto ii. Marca: Nombre, Logo, Slogan, Colores. b. Precio: i. Estrategia de Precio de Lanzamiento. ii. Determinación del Precio de su producto: Cálculo de Costos estimado, Margen estimado. c. Distribución: i. Determinación de canales de Distribución por establecer para su producto. d. Comunicación: i. Determinar el Proceso de Comunicación Efectiva: 1. Público 2. Objetivo de Comunicación 3. Mensaje ii. Definir las plataformas de comunicación a utilizar indicando el objetivo de cada una de las herramientas. iii. Desarrollar 1 arte y 1 video para publicitar el mensaje de introducción. e. En el caso de SERVICIOS, desarrollar las variables: i. Personas: perfiles y funciones clave del personal de contacto y provisión. ii. Proceso: flujo de provisión del servicio. iii. Evidencia Física: tangibles claves en la provisión del servicio y creación de experiencia.