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Opera Marketing: Rebranding the Genre.

Richmond, Jessye.

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Opera Marketing: Rebranding the Genre.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Opera Marketing: Rebranding the Genre./
Author:	Richmond, Jessye.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	83 p.
Notes:	Source: Masters Abstracts International, Volume: 57-05.
Contained By:	Masters Abstracts International57-05(E).
Subject:	Arts management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10786455
ISBN:	9780355912753

Opera Marketing: Rebranding the Genre.
Richmond, Jessye.

Opera Marketing: Rebranding the Genre. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 83 p.

Source: Masters Abstracts International, Volume: 57-05.

Thesis (M.A.)--American University, 2018.

This paper reviews current and historical opera marketing practices and analyzes the marketing mix (product, place, promotion, price, and people) of major opera companies in the United States. The purpose of this paper is to determine methods to attract and build sustainable, less homogenous audiences. Surveys were conducted to determine public perceptions about the art form from both opera-goers and non-opera buyers and interviews with leaders within the field of opera marketing revealed current trends. The paper provides insights about changes within the field in recent years and offers suggestions for improvement based on the success of other opera companies and other artistic organizations.

ISBN: 9780355912753Subjects--Topical Terms:

3168382
Arts management.

Opera Marketing: Rebranding the Genre.
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300 $a 83 p.
500 $a Source: Masters Abstracts International, Volume: 57-05.
500 $a Advisers: Ximena Varela; E. Andrew Taylor.
502 $a Thesis (M.A.)--American University, 2018.
520 $a This paper reviews current and historical opera marketing practices and analyzes the marketing mix (product, place, promotion, price, and people) of major opera companies in the United States. The purpose of this paper is to determine methods to attract and build sustainable, less homogenous audiences. Surveys were conducted to determine public perceptions about the art form from both opera-goers and non-opera buyers and interviews with leaders within the field of opera marketing revealed current trends. The paper provides insights about changes within the field in recent years and offers suggestions for improvement based on the success of other opera companies and other artistic organizations.
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