Programme Director Msc in Marketing Management & Associate Professor

Speciality : Marketing
Expertise : Entertainment marketing

EDHEC Business School
24, avenue Gustave Delory
CS 50411  
59057 Roubaix Cedex 1 - France
Tel.: + 33 (0)3 20 15 45 00
Fax: + 33 (0)3 20 15 45 01

Email :


Guergana Guintcheva, Ph.D, is Associate Professor of Marketing and Programme Director Msc in Marketing Management at EDHEC Business School. Her research and personal passions revolve around entertainment marketing (cinema, museums and video games). She works on a regular basis with museums from Lille region. She has raised 85,000 € as consulting assignments from cultural institutions over the past five years. One example of consulting project she has contributed on is the implementation of a pricing pass, la C’Art (, involving 15 cultural institutions. Her recent academic articles have been published in International Journal of Arts Management, Psychology & Marketing, Revue Française de Gestion, Décisions Marketing, Revue Française de Marketing.

Main academic publications

Revue Française de Gestion (2015), Case Centre (2015), Psychology & Marketing (2014), Revue Française du Marketing (2014), Décisions Marketing (2010), International Journal of Arts Management (2009 ; 2012 ; 2013 ; 2015)

Documents to download

(-1.00 B)

Publications edhec

International Journal of Arts Management, Volume 17, N° 2, 2015.
Chapitre : Développement d'une offre culturelle en réseau sur un territoire donné : le cas de la C'Art à Lille. Ed. PEARSON
Why assert that culture is intrinsic and absolutely necessary to sustainable development? Why examine art...