Spectacles vivants, logiques de consommation et construction d'expériences: le paradoxe d'une offre à la fois unique et plurielle

Mathilde Pulh (), Dominique Bourgeon-Renault () and Patrick Bouchet
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Mathilde Pulh: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique
Dominique Bourgeon-Renault: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique

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Abstract: Competition speed, operational difficulties, larger targets constraint the living spectacle market to move towards a better understanding of its audience in order to increase the frequentation of the broadcasting places. In this study, we show that the professionals are confronted to a multiplicity of valorisation behaviours and logics of consumption. Consequently, we consider various marketing strategies for the organizers to construct the consumption experiences through single (in terms of event) as well as plural offers (several facets).

Keywords: marketing des activités culturelles; consommation (search for similar items in EconPapers)
Date: 2005
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Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2005, 37, pp.57-66

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00007695

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