IDEAS home Printed from https://ideas.repec.org/a/cmj/journl/y2021i2p181-189.html
   My bibliography  Save this article

Understanding Service Marketing In Performing Arts Organizations

Author

Listed:
  • Zoljargal ULZIIBADRAKH

    (University of Debrecen, Faculty of Economics and Business, Károly Ihrig Doctoral School, Institute of Marketing and Commerce, 4032, Debrecen, Hungary)

  • Zoltán SZAKÁLY

    (University of Debrecen, Faculty of Economics and Business, Institute of Marketing and Commerce, 4032, Debrecen, Hungary)

Abstract

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.

Suggested Citation

  • Zoljargal ULZIIBADRAKH & Zoltán SZAKÁLY, 2021. "Understanding Service Marketing In Performing Arts Organizations," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 2, pages 181-189, December.
    • Handle: RePEc:cmj:journl:y:2021:i:2:p:181-189
    as

    Download full text from publisher

    File URL: http://seaopenresearch.eu/Journals/articles/CMJ2021_I2_5.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Arts marketing; Performing arts marketing; Service marketing; Extended marketing mix; Classical music marketing;
    All these keywords.

    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

    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:cmj:journl:y:2021:i:2:p:181-189. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Serghie Dan (email available below). General contact details of provider: https://seaopenresearch.eu/ .

    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.