THE SYMPHONY CONCERT AS MARKETING PRODUCT

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dc.coverageSTUDIA UBB MUSICA, Volume 70 (LXX), Special Issue 4, December 2025, pp. 211-224, DOI: 10.24193/subbmusica.2025.spiss4.14en-US
dc.creatorTOADERE, Dalma Lidia
dc.date2025-12-30
dc.date.accessioned2026-02-21T20:21:22Z
dc.descriptionAfter having historically been reluctant to embrace marketing beyond mere advertisement, considering it incompatible with the artistic mission, symphony orchestras are having marketing as an integral part of their operations. With marketing scholars increasingly working with non-profit organizations, the field of arts marketing has also developed. Marketing theories are applied to the symphony orchestra, taking into account its characteristics. The study focuses on how the 4 Ps theory of the marketing mix is applied to the live symphony concert as a product. After examining the concert program itself emphasizing the importance of the way the repertoire is presented, we detail various elements of the augmented product, focusing on program notes (including digital offerings) and pre-concert talks.en-US
dc.formatapplication/pdf
dc.identifierhttps://studia.reviste.ubbcluj.ro/index.php/subbmusica/article/view/9927
dc.identifier10.24193/subbmusica.2025.spiss4.14
dc.identifier.urihttps://hdl.handle.net/20.500.14637/2485
dc.languageeng
dc.publisherBabeș-Bolyai University / Cluj University Pressen-US
dc.relationhttps://studia.reviste.ubbcluj.ro/index.php/subbmusica/article/view/9927/9574
dc.rightsCopyright (c) 2025 Studia Universitatis Babes-Bolyai Musicaen-US
dc.rightshttps://creativecommons.org/licenses/by-nc-nd/4.0en-US
dc.sourceStudia Universitatis Babes-Bolyai Musica; Volume 70, Special Issue 4, December 2025; 211-224en-US
dc.source2065-9628
dc.source1844-4369
dc.source10.24193/subbmusica.2025.spiss4
dc.subjectsymphony orchestrasen-US
dc.subjectsymphony concertsen-US
dc.subjectmarketing mix theoryen-US
dc.subjectproducten-US
dc.titleTHE SYMPHONY CONCERT AS MARKETING PRODUCTen-US
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion
dc.typePeer-reviewed Articleen-US
dc.typetexten-US

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