III.A.3. Pricing issues in the cultural field

This project regards pricing issues in the cultural domain where the prices are seldom determined on the base of the company's costs or on customers' willingness to pay. The difficulty turns out to be even bigger as consumers' responses to marketing actions with respect to cultural activities (e.g., museums, live performances) are little or badly known and as consumer behaviors in that field are often loans of strong implication, even fanatism.