IDEAS home Printed from https://ideas.repec.org/a/boh/actaub/v14y2011i2p95-104.html
   My bibliography  Save this article

Marketing communication in the field of musical events

Author

Listed:
  • Michaela Jánská

    (Jan Evangelista Purkyně University in Ústí nad Labem)

Abstract

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
    DOI: 10.32725/acta.2011.027
    as

    Download full text from publisher

    File URL: https://doi.org/10.32725/acta.2011.027
    Download Restriction: no
    File URL: https://libkey.io/10.32725/acta.2011.027?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    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:boh:actaub:v:14:y:2011:i:2:p:95-104. 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: Tereza Šťástková (email available below). General contact details of provider: https://edirc.repec.org/data/efjcucz.html .

    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.