Oczekiwania klienta a działania marketingowe z uwzględnieniem nurtu marketingu doświadczeń w instytucjach teatralnych – wstępne wyniki badań
Customer Expectations and Marketing Activities with Regard to Current Marketing Experience in Theatrical Institutions – Initial Research Results

Summary/Abstract: This article aims to analyze the research results among customers about their expectations of the theatrical institutions, the proposed customer value resulting from the offer of theater, as well as marketing activities having regard to current marketing experience, which can become a stimulus constitutes a return to the theater institutions. The results of the research have been developed for research sample numbering 496 units each of 16 major cultural centers in Poland (Krakow, Wroclaw, Szczecin, Rzeszow). They constitute only part of the research sample involved in the research as part of a research project conducted at the Faculty of Management, University of Lodz, Department of Marketing at the turn of 2015/2016.

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