Institutional positioning of the gallery art: Caso: Galería de arte contemporáneo Espaciocentro

Abstract

The institutional positioning includes a set of activities that are organized with the aim of achieving a valuable position in the mind of the publics. This position seeks to differ from the offer of competitors, and it is one of the most important challenges that any immersed organization confronts in an over communicated society. There is basic the investigation and intervention of the public and institutional relations to manage this issue. Because from the discipline we can know and characterize in depth the public and define information that may be 'processable' -from their own expectations- in order to know how we need to communicate with them. This way also, the strategic management returns fundamentally the changeable link. We know that the key is to try to match largely the systems of the public interests with those of the organization. That’s why it becomes to know the interests and attributes expected by the target audience to be able to compare them with the attributes that it really posses or the organization can aspire. The Espaciocentro organization understands the importance of the issue. Hence, its interesting to design a plan to manage and strengthen the link with the interest group and also to build the bases of its ranking.