The rôle of communication in the marketing of local cultural events in Algeria A field study at the Directorate of culture of Constantine province: Héritage month (april 18- May 18) as a case study

Abstract

This article attempts to shed light on the role that communication can play in
marketing Algerian cultural events, especially the heritage month event (April 18-18
May), through the strategies applied and the means used by the organized cultural
institution. Emphasis will be placed on the directorate of culture of the wilayat of
Constantine as a model through which we try to determine the effectiveness of these
communicative causes and their success in the cultural marketing process.
In that, we rely on the descriptive and analytical approach, interview and observation
as tools to collect data.
In the end, we concluded that institutions in the field of study can’t dispense with
communication in their various marketing activities because of its role and effectiveness
in the direction of the latter.