Zwyczaje komunikacyjne klientów i poszukiwanie nowoczesnych form promocji na rynku kultury
Customers’ Communication Habits and the Search for Modern Forms of Promotion on the Culture Market

Summary/Abstract: The objective of the article is to identify the expectations of the customers of the theatrical institutions towards the use of traditional and modern forms of promotion, including the channel of communication <span class="alt-edited">and content</span> of the messages. The basis for empirical studies is provided by the results of the preliminary research carried out in 2016 among customers of theatres. There are presented in the article the results of the research on the sample of 496 individuals in 16 major cultural centers in Poland (in Krak&oacute;w, Wrocław, Szczecin and Rzesz&oacute;w). <span class="alt-edited">They constitute</span> only a part of the research sample involved in the research as part of a research project conducted at the Faculty of Management of University of Ł&oacute;dź by the Department of Marketing at the turn of 2015/2016.</span>

• Details
• Contents