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


  • Claudia Maria CACOVEAN

    (Babes-Bolyai University of Cluj Napoca, Romania)


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

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    References listed on IDEAS

    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.
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    More about this item


    arts marketing; cultural services marketing; characteristics of cultural services; marketing mix in performing arts; customer experience in performing arts;

    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


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