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Marketing communication in the field of musical events


  • Michaela Jánská

    () (Jan Evangelista Purkyně University in Ústí nad Labem)


Culture, where also the promotion of popular music belongs, is a part of the market. This article deals with the use of marketing communication in the field of musical events, especially of folk and country music. The article also points out that the results of effective marketing in culture should not only focus on the drawing of customers but also on building and maintaining the relationship with them. This fact is also confirmed by a survey, which was interested in the increase of audience interest especially of the young people. The survey showed that the given genre is not typical for modern youth. The festival organizers should take into account their life-styles and adapt to it by the means of traditional or new elements of communicational mix, when trying to make an impression on the new public.

Suggested Citation

  • Michaela Jánská, 2011. "Marketing communication in the field of musical events," Acta Universitatis Bohemiae Meridionales, University of South Bohemia in Ceske Budejovice, vol. 14(2), pages 95-104.
  • Handle: RePEc:boh:actaub:v:14:y:2011:i:2:p:95-104

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