4.7 El marketing cultural

Por María José Quero Gervilla

BAKER, Jonathan J.; STORBACKA, Kaj; BRODIE, Roderick J. «Markets
changing, changing markets: institucional work as market shapping» [en línea]. En:
Marketing Theory, v. 19, n. 3, 2018, p. 301-328. Disponible en:

BYRNES, William J. Management and the arts. 5ª ed. New York: Focal Press, Taylor
& Francis Group, 2015. 575 p. ISBN 9780415663298.

DE VOLDERE, Isabelle; ZEQO, Kleitia. Crowdfunding: reshaping the crowd´s
engagement in culture [en línea]. Luxemburgo: Publications Office of the European
Union, 2017. 204 p. Disponible en:

FEHRER, Julia A.; NENONEN, Suvi. «Crowdfunding networks: structure, dynamics
and critical capabilities» [en línea]. En: Industrial Marketing Management, v. 88, 2020,
p. 449-464. Disponible en:

Innovating in practice: perspectives and experiences. Tiziana Russo-Spena; CristinaMele; Maaria Nuutinen (eds.). Suiza: Springer, 2018. 548 p. ISBN 978-3-319-82807-7

MELE, Cristina; PELS, Jaqueline; STORBACKA, Kaj. “A holistic market
conceptualization” [en línea]. En: Journal of the Academy of Marketing Science, v. 43,
2014, p. 100-114. Disponible en:

NENONEN, Suvi; STORBACKA, Kaj. «Don´t adapt, shape! Use the crisis to shape
your minimum viable system and the wider market» [en línea]. En: Industrial Marketing
Management, v. 88, 2020, p. 265-271. Disponible en:

QUERO, Mª José; DÍAZ-MENDEZ, Montserrat; GUMMESSON, Evert. «Balanced
centricity and triads: strategies to reach ecosystem equilibrium in the arts sector». En:
Journal of Business & Industrial Marketing, v. 35, n. 3, 2020, p. 447-456. ISSN 0885-

QUERO, Mª Jose; VENTURA, Rafael. «The role of balanced centricity in the
Spanish creative industries adopting a crowd-funding organisational model» [en línea].
En: Journal of Service Theory and Practice, v. 25, n. 2, 2015, p. 122-139. Disponible

QUERO, Mª Jose; VENTURA, Rafael. «Value proposition as a framework for value
cocreation in crowdfunding ecosystems» [en línea]. En: Marketing Theory, v. 19, n. 1,
2018, p. 47-63. Disponible en:

QUERO, Mª Jose; VENTURA, Rafael; KELLEHER, Carol. «Value-in-context in
crowdfunding ecosystems: how context frames value co-creation». En: Service Business,
v. 11, n. 2, 2017, p. 405-425.

SWORDS, Jon. «Interpenetration and intermediation of crowd-patronage platforms»
[en línea]. En: Information, Communication & Society, v. 23, n. 4, 2020, p. 523-538.
ISSN 1369-118X. Disponible en:

TRONVOLL, Bard. «The actor: the key determinator in service ecosystems» [en
línea]. En: Systems, v. 5, n. 2, 2017, p. 1-14. Disponible en:

VARGO, Stephen L.; AKAKA, Melissa A. «Value co-creation and service systems
(RE)Formation: a service ecosystem view» [en línea]. En: Service Science, v. 4, n. 3,
2012, p. 207-217. ISSN 2164-3962. Disponible en: