{"id":31996,"date":"2020-06-04T15:02:21","date_gmt":"2020-06-04T15:02:21","guid":{"rendered":"https:\/\/www.societateamuzicala.ro\/societateaculturala\/?p=31996"},"modified":"2020-06-04T15:08:20","modified_gmt":"2020-06-04T15:08:20","slug":"marketing-in-artele-spectacolului-de-irina-ionescu","status":"publish","type":"post","link":"https:\/\/www.societateamuzicala.ro\/societateaculturala\/marketing-in-artele-spectacolului-de-irina-ionescu","title":{"rendered":"„Marketing \u00een artele spectacolului” de Irina Ionescu"},"content":{"rendered":"

Nou\u0103 apari\u021bie editorial\u0103: Marketing \u00een artele spectacolului<\/em> de Irina Ionescu<\/strong><\/p>\n

Bucure\u0219ti, Editura Eikon, 2020<\/strong><\/p>\n

Marketingul face \u00eent\u00e2lnirea\/interac\u021biunea dintre arti\u0219ti \u0219i public posibil\u0103. Este esen\u021bial, dat fiind c\u0103 artele spectacolului nu exist\u0103 \u00een lipsa recept\u0103rii directe de c\u0103tre un public prezent \u00een proximitate.<\/p>\n

Volumul combin\u0103 fondul teoretic cu c\u00e2teva studii de caz \u0219i opiniile unor personalit\u0103\u021bi ale lumii culturale\/profesioni\u0219ti cu mul\u021bi ani de experien\u021b\u0103. Printre ei: Emil Boroghin\u0103, Constantin Chiriac, Lucian V\u0103r\u0219\u0103ndan, Adrian Roman, Dan Bartha-Laz\u0103r, Vava \u0218tef\u0103nescu, Gilda Laz\u0103r, Marinela \u021aepu\u0219, Tamara Susoi, Maria S\u00e2rbu \u0219i Simion Buia.<\/p>\n

Autoarea sper\u0103 ca \u201efiecare cititor s\u0103 poat\u0103 decide la finalul lecturii (conform scopurilor profesioni\u015ftilor din domeniu, stabilite de Arts Council of Great Britain) \u00een cuno\u015ftin\u0163\u0103 de cauz\u0103 ce func\u0163ioneaz\u0103 \u015fi ce nu func\u0163ioneaz\u0103 pentru propriile obiective organiza\u021bionale, s\u0103 \u00ee\u015fi poat\u0103 \u00een\u0163elege mai bine publicul actual \u015fi s\u0103 descopere cum se poate apropia de spectatorii s\u0103i poten\u0163iali, s\u0103 se concentreze asupra nevoilor publicului \u00eenc\u0103 de la alegerea repertoriului, a distribu\u0163iei \u015fi p\u00e2n\u0103 la scrierea mesajelor destinate comunic\u0103rii \u015fi desen\u0103rii \u00eentregii atmosfere din jurul spectacolului (foaier, personal preluare\/\u00eent\u00e2mpinare, chiar intensitatea luminii, a muzicii de fundal) \u015fi \u2013 nu \u00een ultimul r\u00e2nd \u2013 dac\u0103 st\u0103 \u00een puterile sale, s\u0103 aloce mai multe resurse (umane, financiare, tehnologice) activit\u0103\u0163ii de marketing din propria organiza\u0163ie.\u201c<\/p>\n

\u00cenzestrarea genetic\u0103 (IQ, EQ, talentul nativ), cunoa\u0219terea domeniului, apoi experien\u021ba (cele zece mii de ore de practic\u0103 necesare ob\u021binerii statutului de expert) \u0219i oportunit\u0103\u021bile ivite din alegerile f\u0103cute sau datorate hazardului vor contura \u00een cele din urm\u0103 parcursul de succes al fiec\u0103ruia. Important de re\u021binut este c\u0103 ac\u021biunile inteligente, oric\u00e2t de m\u0103runte, pot s\u0103 duc\u0103 la schimb\u0103ri semnificative, dac\u0103 se \u00eent\u00e2mpl\u0103 la locul \u0219i \u00een momentul oportun.<\/p>\n

Irina Ionescu este lector univ. dr. la Universitatea de Arte din T\u00e2rgu-Mure\u015f. Lucreaz\u0103 de aproape 20 de ani \u00een domeniul administra\u021biei culturale, la Institutul Cultural Rom\u00e2n. A urmat diverse cursuri\/stagii de formare \u0219i dezvoltare profesional\u0103, cele mai importante la: Goldsmiths University of London (2010), Utrecht University (2010), King\u2019s College London (2009), Central European University (2007), Felix Meritis Foundation (2005), The Amsterdam-Maastricht Summer University (2004 \u0219i 2003).<\/p>\n

***<\/p>\n

Irina Ionescu a mai publicat volumul Management de proiect \u0219i elemente de marketing \u00een artele spectacolului (Bucure\u0219ti: Editura Eikon, 2018).<\/p>\n

O carte scris\u0103, \u00een cheie practic\u0103, pentru tinerii cu studii umaniste\/artistice, o lucrare \u00een care autoarea \u00eencearc\u0103 s\u0103 explice, \u00eentr-o form\u0103 succint\u0103, de ce managementul de proiect este un instrument foarte eficient, care poate conduce la succese \u0219i schimb\u0103ri remarcabile. O schem\u0103 logic\u0103 \u0219i de bun sim\u021b, deci accesibil\u0103 \u0219i u\u0219or de \u00een\u021beles\/folosit.<\/p>\n

Volumul porne\u0219te de la un fond teoretic, dar direc\u021bioneaz\u0103 permanent spre sfera practic\u0103, prin adresarea unor \u00eentreb\u0103ri menite s\u0103 dezvolte la nivel personal abilit\u0103\u021bile \u0219i atitudinea necesare \u00een domeniul managementului de proiect \u0219i al marketingului cultural\/\u00een artele spectacolului. Accentul cade pe importan\u0163a utiliz\u0103rii unei structuri logice \u015fi verificabile, \u00een func\u0163ie de obiective clar stabilite, pe necesitatea document\u0103rii detaliate, \u00een scopul minimiz\u0103rii riscurilor \u0219i pe obliga\u021bia transmiterii cu acurate\u021be a mesajelor.<\/p>\n

Criticul de teatru Octavian Saiu recomand\u0103 apari\u021bia editorial\u0103: \u201eScris cu pasiune \u0219i luciditate \u00een egal\u0103 m\u0103sur\u0103, \u00eentre tonul amical \u0219i metoda academic\u0103, volumul Irinei Ionescu transform\u0103 managementul cultural \u00eentr-o poveste. Nu una simpl\u0103, \u00eens\u0103, ci extrem de complex\u0103: cu multe dimensiuni, nuan\u021be \u0219i mai ales principii. Meritul textului e c\u0103 porne\u0219te de la ele \u0219i ajunge la creativitate \u0219i stil personal. Sunt marile calit\u0103\u021bi ale oric\u0103rui proiect dus la bun sf\u00e2r\u0219it. Iat\u0103 ghidul perfect pentru un astfel de parcurs!\u201c<\/p>\n

Constantin Chiriac, directorul Teatrului Na\u021bional \u201eRadu Stanca\u201c Sibiu \u0219i pre\u0219edinte al Festivalului Interna\u021bional de Teatru de la Sibiu, declar\u0103 la r\u00e2ndul s\u0103u: \u201eM-am aplecat asupra c\u0103r\u021bii din curiozitate \u0219i trebuie s\u0103 m\u0103rturisesc c\u0103 nu am l\u0103sat-o din m\u00e2n\u0103 p\u00e2n\u0103 nu am citit-o. Este una dintre cele mai interesante c\u0103r\u021bi pe care le-am g\u0103sit \u00een limba rom\u00e2n\u0103 despre ceea ce \u00eenseamn\u0103 management cultural, leadership, dezvoltare de proiecte pe termen lung \u00een zona antreprenorial\u0103. Este un demers riguros, cu o bibliografie foarte serioas\u0103 \u0219i cu referin\u021be la zi asupra unui domeniu \u00een care avem at\u00e2t de pu\u021bini speciali\u0219ti \u00een Rom\u00e2nia.\u201c<\/p>\n

Criticul de teatru R\u0103zvana Ni\u021b\u0103 crede c\u0103 volumul este \u201eo fascinant\u0103 expedi\u0163ie \u00een rezervele de experien\u0163\u0103 ale predecesorilor care au descris \u015fi chiar conceptualizat provoc\u0103rile pe care le-au avut de gestionat.\u201c<\/p>\n

\"Marketing<\/a>Miki Brani\u0219te, manager cultural \u0219i curator, afirm\u0103: \u201eEste o carte foarte util\u0103 pentru studen\u021bii de la teatrologie \u0219i pentru to\u021bi cei interesa\u021bi de management cultural. O recomand cu mult\u0103 c\u0103ldur\u0103, pentru c\u0103 explic\u0103 \u00eentr-un limbaj prietenos conceptele \u0219i nu sperie cu termeni tehnici.\u201c<\/p>\n

Silvia Dumitrache, critic literar \u0219i de teatru, consultant artistic la Teatrul Nottara, recomand\u0103 volumul: \u201eEste pentru prima oar\u0103 c\u00e2nd nu pot s\u0103 las din m\u00e2n\u0103 o carte despre management. Acest manual a structurat cuno\u0219tin\u021bele pe care deja le aveam, dar a\u0219 fi vrut s\u0103-l citesc la \u00eenceputul drumului meu \u00een aceast\u0103 meserie\u2026 Este important s\u0103 ne fie, \u00een primul r\u00e2nd nou\u0103, foarte clar ce r\u0103spunsuri avem la \u00eentreb\u0103ri de genul: de ce?; cum?; c\u00e2nd?; pentru cine?. Altfel nu cred c\u0103 putem merge mai departe. \u0218i aceast\u0103 carte ne poate ajuta s\u0103 ne atingem obiectivele, prin articularea unor \u00eentreb\u0103ri absolut necesare \u0219i parcurgerea unor pa\u0219i esen\u021biali.\u201c<\/p>\n

Criticul de teatru Olti\u021ba C\u00eentec consider\u0103 c\u0103: \u201eEste o combina\u021bie \u00eentre lecturi de specialitate \u0219i experien\u021ba practic\u0103 a autoarei \u0219i asta se vede \u00een fiecare pagin\u0103 a volumului. Este o carte foarte bine g\u00e2ndit\u0103, logic structurat\u0103 \u0219i foarte util\u0103 tuturor celor din domeniul artelor spectacolului. Nu este deloc arid\u0103, de\u0219i are o bibliografie foarte serioas\u0103. Dimpotriv\u0103, este o carte prietenoas\u0103, o carte atr\u0103g\u0103toare, care ofer\u0103 foarte multe sfaturi aplicate. Mi-a f\u0103cut pl\u0103cere s\u0103 o citesc.\u201c<\/p>\n

Cristina Rusiecki, critic de teatru, a declarat: \u201eOric\u00e2t v-a\u021bi str\u0103dui, nu ve\u021bi g\u0103si nimic arid \u00een acest volum de management \u0219i marketing. Limbajul este accesibil, de\u0219i informa\u021bia se dovede\u0219te, \u00een fiecare pagin\u0103, consistent\u0103 \u0219i dens\u0103. Tonul omenesc face ca paginile s\u0103 curg\u0103 repede \u0219i agreabil. La sf\u00e2r\u0219it, te-ai trezit cu materia \u00eenv\u0103\u021bat\u0103 aproape f\u0103r\u0103 niciun efort.\u201c<\/p>\n

Iar autoarea \u00ee\u0219i dore\u0219te \u201eca aceast\u0103 carte s\u0103-i ajute pe cei afla\u021bi la \u00eenceput de drum s\u0103 \u00ee\u0219i descopere \u00een mod ra\u021bional punctele tari \u0219i s\u0103 \u00ee\u0219i construiasc\u0103 o serie de repere pe care s\u0103 se bazeze \u00een diferite proiecte. Mi-ar pl\u0103cea s\u0103 \u0219tiu c\u0103 studen\u021bii mei pot recunoa\u0219te, asuma \u0219i crea valori. C\u0103 au \u00eenv\u0103\u021bat cum s\u0103 \u00ee\u0219i evalueze ideile \u0219i c\u0103 au c\u0103p\u0103tat cuno\u0219tin\u021bele necesare \u0219i curajul de a le implementa.\u201c<\/p>\n","protected":false},"excerpt":{"rendered":"

Nou\u0103 apari\u021bie editorial\u0103: Marketing \u00een artele spectacolului de Irina Ionescu Bucure\u0219ti, Editura Eikon, 2020 Marketingul face \u00eent\u00e2lnirea\/interac\u021biunea dintre arti\u0219ti \u0219i public posibil\u0103. Este esen\u021bial, dat fiind c\u0103 artele spectacolului nu exist\u0103 \u00een lipsa recept\u0103rii directe de c\u0103tre un public prezent \u00een proximitate. Volumul combin\u0103 fondul teoretic cu c\u00e2teva studii de caz \u0219i opiniile unor personalit\u0103\u021bi […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[68],"tags":[1393,7647,1820,191,200,4567,7648,7651,6322,6330,274,7645,7646,7649,7650,197,201,273],"class_list":["post-31996","post","type-post","status-publish","format-standard","hentry","category-evenimente-si-stiri","tag-arte-plastice","tag-carte-eikon","tag-cinema","tag-concerte","tag-concerte-muzica-clasica","tag-cultura","tag-editura-eikon","tag-editura-eikon-carte","tag-evenimente-culturale","tag-expozitii","tag-film","tag-irina-ionescu","tag-irina-ionescu-carte","tag-irina-ionescu-eikon","tag-irina-ionescu-eikon-carte","tag-muzica-clasica","tag-muzica-clasica-romania","tag-teatru"],"acf":{"cc_filter":[],"poza_fixa":"https:\/\/www.societateamuzicala.ro\/societateaculturala\/wp-content\/uploads\/2020\/06\/Marketing-\u00een-artele-spectacolului-de-Irina-Ionescu.jpg","url_poza_fixa":"","oras":"","sector":"","zona":"","in_strainatate":false,"pian":false,"orga":false,"data1":1591293692,"data2":"","afiseaza_data_post":false,"acf_sala":"","centru_cultural":"","articole_parinte":"","articole_relationate":"","coordonate":false,"tab1_nume":"Despre","tab3":false,"tab5":false,"tab4":false},"yoast_head":"\n"Marketing \u00een artele spectacolului" de Irina Ionescu - Societatea Culturala<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.societateamuzicala.ro\/societateaculturala\/marketing-in-artele-spectacolului-de-irina-ionescu\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\""Marketing \u00een artele spectacolului" de Irina Ionescu - Societatea Culturala\" \/>\n<meta property=\"og:description\" content=\"Nou\u0103 apari\u021bie editorial\u0103: Marketing \u00een artele spectacolului de Irina Ionescu Bucure\u0219ti, Editura Eikon, 2020 Marketingul face \u00eent\u00e2lnirea\/interac\u021biunea dintre arti\u0219ti \u0219i public posibil\u0103. Este esen\u021bial, dat fiind c\u0103 artele spectacolului nu exist\u0103 \u00een lipsa recept\u0103rii directe de c\u0103tre un public prezent \u00een proximitate. 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