UNDERSTANDING SERVICE MARKETING IN PERFORMING ARTS ORGANIZATIONS

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...

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Autores principales:	Zoljargal ULZIIBADRAKH, Zoltán SZAKÁLY
Formato:	article
Lenguaje:	EN
Publicado:	Romanian Foundation for Business Intelligence 2021
Materias:	arts marketing performing arts marketing service marketing extended marketing mix classical music marketing Business HF5001-6182 Sociology (General) HM401-1281
Acceso en línea:	https://doaj.org/article/0c0225f2220c48b59366a042273b94c3
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id	oai:doaj.org-article:0c0225f2220c48b59366a042273b94c3
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spelling	oai:doaj.org-article:0c0225f2220c48b59366a042273b94c32021-12-02T05:08:51ZUNDERSTANDING SERVICE MARKETING IN PERFORMING ARTS ORGANIZATIONS2286-0452https://doaj.org/article/0c0225f2220c48b59366a042273b94c32021-12-01T00:00:00Z http://seaopenresearch.eu/Journals/articles/CMJ2021_I2_5.pdf https://doaj.org/toc/2286-0452The 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.Zoljargal ULZIIBADRAKHZoltán SZAKÁLYRomanian Foundation for Business Intelligencearticlearts marketingperforming arts marketingservice marketingextended marketing mixclassical music marketingBusinessHF5001-6182Sociology (General)HM401-1281ENCross-Cultural Management Journal , Vol XXIII, Iss 2, Pp 181-189 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	arts marketing performing arts marketing service marketing extended marketing mix classical music marketing Business HF5001-6182 Sociology (General) HM401-1281
spellingShingle	arts marketing performing arts marketing service marketing extended marketing mix classical music marketing Business HF5001-6182 Sociology (General) HM401-1281 Zoljargal ULZIIBADRAKH Zoltán SZAKÁLY UNDERSTANDING SERVICE MARKETING IN PERFORMING ARTS ORGANIZATIONS
description	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.
format	article
author	Zoljargal ULZIIBADRAKH Zoltán SZAKÁLY
author_facet	Zoljargal ULZIIBADRAKH Zoltán SZAKÁLY
author_sort	Zoljargal ULZIIBADRAKH
title	UNDERSTANDING SERVICE MARKETING IN PERFORMING ARTS ORGANIZATIONS
title_short	UNDERSTANDING SERVICE MARKETING IN PERFORMING ARTS ORGANIZATIONS
title_full	UNDERSTANDING SERVICE MARKETING IN PERFORMING ARTS ORGANIZATIONS
title_fullStr	UNDERSTANDING SERVICE MARKETING IN PERFORMING ARTS ORGANIZATIONS
title_full_unstemmed	UNDERSTANDING SERVICE MARKETING IN PERFORMING ARTS ORGANIZATIONS
title_sort	understanding service marketing in performing arts organizations
publisher	Romanian Foundation for Business Intelligence
publishDate	2021
url	https://doaj.org/article/0c0225f2220c48b59366a042273b94c3
work_keys_str_mv	AT zoljargalulziibadrakh understandingservicemarketinginperformingartsorganizations AT zoltanszakaly understandingservicemarketinginperformingartsorganizations
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UNDERSTANDING SERVICE MARKETING IN PERFORMING ARTS ORGANIZATIONS

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