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Experiential Marketing in the Perfor...

York, Kara.

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Experiential Marketing in the Performing Arts.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Experiential Marketing in the Performing Arts./
Author:	York, Kara.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
Description:	105 p.
Notes:	Source: Masters Abstracts International, Volume: 80-11.
Contained By:	Masters Abstracts International80-11.
Subject:	Arts Management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13813470
ISBN:	9781392119051

Experiential Marketing in the Performing Arts.
York, Kara.

Experiential Marketing in the Performing Arts. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 105 p.

Source: Masters Abstracts International, Volume: 80-11.

Thesis (M.A.)--American University, 2019.

This item must not be sold to any third party vendors.

This thesis explores the theory and practice of experiential marketing in the performing arts. It argues that in the performing arts, experiential marketing has two facets: marketing the whole experience of attending a performance, and marketing as an experience itself. Experiential marketing is about creating experiences that consumers want to be a part of. It is inherently part of the performing arts, because they are an experience in and of themselves. However, experiential marketing as a concrete concept has been underexplored in the performing arts in a formal manner. There is literature on experiential marketing in corporate marketing, but a lack of literature on its application in the performing arts. Experiential marketing connects marketing and programming. For patrons, it is all part of the same experience - from the moment of impact created by the organization's marketing techniques to the moment they stop interacting with the organization after they return home.

ISBN: 9781392119051Subjects--Topical Terms:

3423886
Arts Management.
Subjects--Index Terms:

Arts

Experiential Marketing in the Performing Arts.
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300 $a 105 p.
500 $a Source: Masters Abstracts International, Volume: 80-11.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Varela, Ximena.
502 $a Thesis (M.A.)--American University, 2019.
506 $a This item must not be sold to any third party vendors.
520 $a This thesis explores the theory and practice of experiential marketing in the performing arts. It argues that in the performing arts, experiential marketing has two facets: marketing the whole experience of attending a performance, and marketing as an experience itself. Experiential marketing is about creating experiences that consumers want to be a part of. It is inherently part of the performing arts, because they are an experience in and of themselves. However, experiential marketing as a concrete concept has been underexplored in the performing arts in a formal manner. There is literature on experiential marketing in corporate marketing, but a lack of literature on its application in the performing arts. Experiential marketing connects marketing and programming. For patrons, it is all part of the same experience - from the moment of impact created by the organization's marketing techniques to the moment they stop interacting with the organization after they return home.
590 $a School code: 0008.
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653 $a Arts
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653 $a Marketing
653 $a Patron
653 $a Performing
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710 2 $a American University. $b Performing Arts. $3 2092388
773 0 $t Masters Abstracts International $g 80-11.
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856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13813470