Marketing communication in the field of musical events

MARKETINGOVÁ KOMUNIKACE V OBLASTI HUDEBNÍCH AKCÍ

Michaela Jánská
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Michaela Jánská: Jan Evangelista Purkyně University in Ústí nad Labem

Acta Universitatis Bohemiae Meridionalis, 2011, vol. 14, issue 2, 95-103

Abstract: Culture, where also the promotion of popular music belongs, is a part of the market. This article deals with the use of marketing communication in the field of musical events, especially of folk and country music. The article also points out that the results of effective marketing in culture should not only focus on the drawing of customers but also on building and maintaining the relationship with them. This fact is also confirmed by a survey, which was interested in the increase of audience interest especially of the young people. The survey showed that the given genre is not typical for modern youth. The festival organizers should take into account their life-styles and adapt to it by the means of traditional or new elements of communicational mix, when trying to make an impression on the new public.

Keywords: Cultural and Art Marketing; Popular Music; Popular Music Marketing (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:boh:actaub:v:14:y:2011:i:2:p:95-103

DOI: 10.32725/acta.2011.027

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