Abstract

In a 21th century scenario and under the demands of a growing competitive market, cultural institutions need to be independent and autonomous from the government and to work in order to establish a striking profile to attract possible partners, with advantages for both parts. Marketing has a crucial role in this case with specific techniques that gradually acquire critical relevance and prepare institutions to adjust and adapt to this new reality. “Chiado’s Theatre Company” is a seminal example and is at the core of this research, namely on account of its characteristics. Has an increasingly impactful marketing strategy and successful partnerships, becoming a unique case in Portugal of success for such a small theatre company and the fact of having several plays for long period of time, about 13 years.