Marketing im Theater. Problemfelder, Lösungen, Werkzeuge
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Marketing im Theater. Problemfelder, Lösungen, Werkzeuge

Marketing im Theater. Problemfelder, Lösungen, Werkzeuge


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About the Book

Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Konstanz (Fachbereich Politik- und Verwaltungswissenschaft), Veranstaltung: Kulturmanagement, Sprache: Deutsch, Abstract: Der Begriff 'Marketing' ist geläufig und weit verbreitet. Jeder von uns hat eine Vorstellung, was man unter diesem Begriff versteht und was damit verbunden ist. Allzu häufig ist diese Vorstellung sehr eindimensional, wenn nicht ganz falsch. Endgültig schwierig wird eine Übertragung des Marketing-Begriffs vom 'normalen' Produkt auf spezielle Bereiche, wie z.B. die Kultur. Diese Arbeit will zeigen, wie sich das Marketing im Theater vom konventionellen Marketing unterscheidet, ja unterscheiden muss, um zum Erfolg einer Bühne beitragen zu können. Zentrale Fragestellung dieser Arbeit wird dementsprechend sein: Wie und warum unterscheidet sich das Marketing im Theater der Literatur zufolge vom gewöhnlichen Marketing und welcher Werkzeuge muss sich das Theater beim Marketing bedienen, um erfolgreich zur Erreichung der Ziele der Theaterleitung beizutragen? Im Folgenden wird dargelegt, dass sich das Theatermarketing signifikant vom Marketing für Konsumprodukte unterscheiden muss, da herkömmliche, für den ertragsteigernden Absatz von Konsumprodukten entwickelte Marketingstrategien auf dem Boden der Kultur kaum greifen. Danach wird dargelegt, wie sich die Literatur Theatermarketing in der Praxis vorstellt, welche Werkzeuge und Mittel den Theaterintendanten für erfolgreiches Marketing vorgeschlagen werden.


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Product Details
  • ISBN-13: 9783640859931
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3640859936
  • Publisher Date: 12 Mar 2011
  • Height: 210 mm
  • No of Pages: 30
  • Series Title: German
  • Weight: 100 gr


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