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Le marketing du spectacle vivant

Author

Listed:
  • Dominique Bourgeon-Renault
  • Marc Filser
  • Mathilde Pulh

Abstract

Is it possible to consider cultural activities and especially the living show as marketing objects? The Authors give an affirmative answer to this rather iconoclastic question. After analysing the consumption behaviour of the cultural products ?buyers? using concepts and theories developed in marketing, they show up marketing strategies which discriminate repertory activities from those organised as festivals.

Suggested Citation

  • Dominique Bourgeon-Renault & Marc Filser & Mathilde Pulh, 2003. "Le marketing du spectacle vivant," Revue française de gestion, Lavoisier, vol. 142(1), pages 113-127.
    • Handle: RePEc:cai:rfglav:rfg_142_0113
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    Cited by:

    1. Boris Helleu, 2011. "Be ready to be excited. Stratégie marketing et modèle économique de la WWE," Post-Print hal-01715953, HAL.
    2. Pascale Amans & Agnes Mazars & Fabienne Villesèque-Dubus, 2013. "Techniques de gestion et organisations du spectacle vivant : quels dispositifs de soutien et quelles interactions pour l'innovation artistique ?," Post-Print hal-01002362, HAL.

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