Journal articles
Year
1995
Abstract
Drama, as a form of leisure and a cultural activity is assessed by studying consumers’ and showmakers’ motivations (creators, producers and actors). Interpretative research exhibits the meaning of the structure underlying both the consumption and the production of this performing art. Some implications concerning the concept of marketing as an exchange within aesthetics are discussed.
BERGADAA, M. et NYECK, S. (1995). Quel marketing pour les activités artistiques : une analyse qualitative comparée des motivations des consommateurs et producteurs de théâtre. Recherche et Applications en Marketing, pp. 27-45.