TY - THES ID - 135533237 TI - Collective Cultural Marketing in Leuven : Exploration of the needs and grounds for the cultural sector in Leuven to work as a group of agents in the field of marketing AU - Sas, Karlijn AU - van Parys, Thomas AU - K.U.Leuven. Faculteit Letteren. Opleiding Master in de culturele studies PY - PB - Leuven K.U.Leuven. Faculteit Letteren DB - UniCat UR - https://www.unicat.be/uniCat?func=search&query=sysid:135533237 AB - This thesis researches the grounds for collective marketing aimed specifically at the cultural sector in Leuven. The central question posed in this thesis is: ‘To what extent are there grounds for collective marketing aimed specifically at the cultural sector in Leuven’. The supporting questions are: ‘Is there a need for collective marketing for the cultural public in Leuven’ and ‘To what extent is there ground for collective marketing at the cultural organisations in Leuven’.To get a clear view on the situation in Leuven, interviews with six main players in the cultural field were held. After the interview data were analysed the possibilities for collective marketing in Leuven were set out against the theoretical framework of marketing. The concluding chapter discusses the recommendation for the cultural sector in Leuven.The majority of requirements needed for successful collective marketing were present in the city. The requirements that are not met at this point in Leuven are those that might change easily when a new collective marketing product is presented. The main problems that exist when starting a collective marketing product in Leuven are mainly concerned with power division between different organisations in the city and budget.The main conclusion is that there is ground for collective marketing in the cultural sector of Leuven to a large extent. Collective cultural marketing products are already being implemented in the cultural sector, with collective marketing products aimed at different target groups and representing different segments of the market, or the market as a whole. Nevertheless, there is a need for additional collective marketing, giving more clearance to the public on what certain cultural organisations do, or what certain cultural locations are specialised in. The public would also benefit from more transparency concerning the cultural offer in Leuven. A bigger role for collective marketing in Leuven could have a positive e ER -