Author: Langeard, Eric and Eiglier, Pierre

Publication Year: 1979

Media Type: Book

Summary:

The authors discuss the interactive relationship of audience and performance. They analyze ways in which such interaction is necessary to encourage art consumer's participation in organizational membership. The authors regard this interaction in terms of the two distinct uses of marketing: mass marketing and interactive marketing.

Abstract:

The authors discuss the interactive relationship of audience and performance. They analyze ways in which such interaction is necessary to encourage art consumer's participation in organizational membership. The authors regard this interaction in terms of the two distinct uses of marketing: mass marketing and interactive marketing.

CONTENTS
Interactions between consumers and arts organizations.
Implications for action.
Conclusion.
Appendix to chapter 10.
References.

Arts & Intersections:

Categories: Participation