UNDERSTANDING SERVICE MARKETING IN PERFORMING ARTS ORGANIZATIONS

Zoljargal Ulziibadrakh and Zoltán Szakály
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Zoljargal Ulziibadrakh: University of Debrecen, Faculty of Economics and Business, Károly Ihrig Doctoral School, Institute of Marketing and Commerce, 4032, Debrecen, Hungary
Zoltán Szakály: University of Debrecen, Faculty of Economics and Business, Institute of Marketing and Commerce, 4032, Debrecen, Hungary

CrossCultural Management Journal, 2021, issue 2, 181-189

Abstract: The study of arts marketing is a comparatively new concept beginning in the 1960s. However, non-profit arts organizations only started to consider marketing as an integral part of their operations and use it increasingly from the 1980s. Generally, art is a broad field, which includes categories such as performing arts, visual arts, graphic arts, and literary arts. Each category has a unique character, requiring specific marketing methods and strategies. As the role of marketing, especially service marketing in the arts and performing arts disciplines, have been rarely studied, marketers face the problem of how to apply these marketing activities into the arts. The purpose of this study is to identify and compound literature regarding the characteristics of the arts, especially in performing arts, describe the role of marketing in arts, gain a better understanding of service marketing features and specific marketing activities in the field of arts and performing arts.

Keywords: Arts marketing; Performing arts marketing; Service marketing; Extended marketing mix; Classical music marketing (search for similar items in EconPapers)
JEL-codes: L82 M31 Z11 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:journl:y:2021:i:2:p:181-189

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