Le marketing du spectacle vivant

Dominique Bourgeon-Renault, Marc Filser and Mathilde Pulh

Revue française de gestion, 2003, vol. 142, issue 1, 113-127

Abstract: Is it possible to consider cultural activities and especially the living show as marketing objects? The Authors give an affirmative answer to this rather iconoclastic question. After analysing the consumption behaviour of the cultural products ?buyers? using concepts and theories developed in marketing, they show up marketing strategies which discriminate repertory activities from those organised as festivals.

Date: 2003
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