Marketing-miks kao činilac posećivanja profesionalnih pozorišnih predstava
Marketing mix as a factor of professional theater performances' visit

Summary/Abstract: In this paper we research the theoretical performances regular visitors' perception about the importance of certain elements of the marketing mix for choosing a theater performance. In the first part of the paper, we consider andragogical role of the theater in the context of its current position on the cultural market, as well as the importance of marketing for achieving andragogical functions of the theater. After presenting the methodological characteristics of this quantitative research, we presented and interpreted the results of the research, among which we highlight the price as the most significant estimated element of the theater's marketing mix.

• Details
• Contents