IDEAS home Printed from https://ideas.repec.org/a/aio/manmar/vxiiiy2015i1p137-150.html
   My bibliography  Save this article

Marketing – A Way To Increase The Value Of The Performing Arts

Author

Listed:
  • Claudia Maria CACOVEAN

    (Babes-Bolyai University of Cluj Napoca, Romania)

Abstract

Several studies have focused on the marketing mix of goods, but it shouldn’t be neglected that services, through its characteristics, cause major problems for marketers, when adopting appropriate marketing strategies. This problem is prevalent in the field of cultural services, where marketers face the lack of funds to implement appropriate marketing strategies, either an internal system that restricts the possibilities for action, or simply a lack of experience and marketing information applied within cultural services. The purpose of this study is to compress information regarding the characteristics of cultural services and the specific marketing actions used in the field of performing arts, providing thus several directions in knowing and understanding it. Many cultural institutions are still adopting traditional marketing strategies but this approach is not sufficient. New approaches and strategies are required in order to ensure their survival on the cultural market. This paper offers for the reader a literature review of arts marketing and the main issues approached in specialized literature regarding marketing in performing arts. Several ideas based on this survey are formulated in order to improve the marketing strategies adopted by cultural institutions.

Suggested Citation

  • Claudia Maria CACOVEAN, 2015. "Marketing – A Way To Increase The Value Of The Performing Arts," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 137-150, May.
    • Handle: RePEc:aio:manmar:v:xiii:y:2015:i:1:p:137-150
    as

    Download full text from publisher

    File URL: http://www.mnmk.ro/documents/2015_X1/11-1-1-15.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Lovelock, Christopher, 1992. "Seeking synergy in service operations: Seven things marketers need to know about service operations," European Management Journal, Elsevier, vol. 10(1), pages 22-29, March.
    2. L. Zarantonello & B.H. Schmitt, 2010. "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," Post-Print hal-00799093, HAL.
    3. K. Willis & J. Snowball, 2009. "Investigating how the attributes of live theatre productions influence consumption choices using conjoint analysis: the example of the National Arts Festival, South Africa," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 33(3), pages 167-183, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hugo Martins & Paulo Carvalho & Nuno Almeida, 2021. "Destination Brand Experience: A Study Case in Touristic Context of the Peneda-Gerês National Park," Sustainability, MDPI, vol. 13(21), pages 1-17, October.
    2. Marcus Grieger & André Ludwig, 2019. "On the move towards customer-centric business models in the automotive industry - a conceptual reference framework of shared automotive service systems," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 473-500, September.
    3. Andrea Baldin & Trine Bille, 2018. "Modelling preference heterogeneity for theatre tickets: a discrete choice modelling approach on Royal Danish Theatre booking data," Applied Economics, Taylor & Francis Journals, vol. 50(5), pages 545-558, January.
    4. Vishwas Maheshwari & George Lodorfos & Siril Jacobsen, 2014. "Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 5(6), pages 13-23, November.
    5. Dilashenyi Devi Selvarajah, 2018. "The Factor Influencing Brand Loyalty in Fashion Industry among Generation Y in Malaysia," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(4), pages 201-201, March.
    6. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    7. Kumar, Sushant & Jain, Aarushi & Hsieh, Jung-Kuei, 2021. "Impact of apps aesthetics on revisit intentions of food delivery apps: The mediating role of pleasure and arousal," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    8. Mohsin Raza & Rimsha Khalid & Larisa Ivascu & Jati Kasuma, 2023. "Education Beats at the Heart of the Sustainability in Thailand: The Role of Institutional Awareness, Image, Experience, and Student Volunteer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    9. Mark Buschgens & Bernardo Figueiredo & Kaleel Rahman, 2020. "How brand owners construct imagined worlds with brand visual aesthetics," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 266-283, May.
    10. Ozhegova, Alina & Ozhegov, Evgeniy M., 2020. "Segmentation of theatre audiences: A latent class approach for combined data," Journal of choice modelling, Elsevier, vol. 37(C).
    11. K. Willis & J. Snowball & C. Wymer & José Grisolía, 2012. "A count data travel cost model of theatre demand using aggregate theatre booking data," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 36(2), pages 91-112, May.
    12. Dennis, Charles & Joško Brakus, J. & Gupta, Suraksha & Alamanos, Eleftherios, 2014. "The effect of digital signage on shoppers' behavior: The role of the evoked experience," Journal of Business Research, Elsevier, vol. 67(11), pages 2250-2257.
    13. Mohammed Shahedul Quader & Shanewaz Mahmood Sohel, 2018. "Strategic Brand Experience To Differentiate B2b Service Offering: A Case Study Analysis," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 23(1), pages 49-82.
    14. Bård Basberg & Ove Oklevik & Grzegorz Kwiatkowski, 2023. "Brand Experience in the Ski Industry Brand: Does Environmental Concern Matter?," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 482-497.
    15. repec:hal:journl:hal-04676856 is not listed on IDEAS
    16. Park, JungKun & Hong, EunPyo & Park, Yun-na, 2023. "Toward a new business model of retail industry: The role of brand experience and brand authenticity," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    17. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    18. Chen, Lu & Li, Yong-Quan & Liu, Chih-Hsing, 2019. "How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 185-197.
    19. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    20. Jinsoo Hwang & Seongseop (Sam) Kim & Insin Kim & Seulgi Park, 2023. "Factors Affecting the Memorable Experiences of Chinese Customers in Duty-Free Shopping," SAGE Open, , vol. 13(4), pages 21582440231, October.
    21. JooSeok Oh & Timothy Paul Connerton & Hyun-Jung Kim, 2019. "The Rediscovery of Brand Experience Dimensions with Big Data Analysis: Building for a Sustainable Brand," Sustainability, MDPI, vol. 11(19), pages 1-21, September.

    More about this item

    Keywords

    arts marketing; cultural services marketing; characteristics of cultural services; marketing mix in performing arts; customer experience in performing arts;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aio:manmar:v:xiii:y:2015:i:1:p:137-150. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catalin Barbu (email available below). General contact details of provider: https://edirc.repec.org/data/fecraro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.