FUNDAÇÃO DE SERRALVES – O PAPEL DO MARKETING CULTURAL NA PROMOÇAO DAS INDÚSTRIAS CRIATIVAS E ARTES, NA SUSTENTABILIDADE E RESPONSABILIDADE SOCIAL

Abstract

Art and culture represent fundamental expressions of human and organizational identity and creativity, and, as such, there is a growing concern with their perception and structuring in society and markets. This work analyzes the role of cultural marketing in promoting the arts at the Serralves Foundation, aiming to understand how the institution manages cultural activities, contemporary art, sustainability, and social responsibility. Using a narrative research methodology and secondary data analysis, we examine the main results. The lack of updated and specific data on the impact of each action within the foundation constitutes the study's main limitation. We conclude that the Serralves Foundation adopts an innovative cultural marketing strategy, contributing to the arts and creative industries with diverse socioeconomic impacts, where monitoring its results is essential for a more effective evaluation of its cultural processes, sustainability, and social responsibility.