Spectacles vivants, logiques de consommation et construction d'expériences : le paradoxe d'une offre à la fois unique et plurielle

Abstract : Competition speed, operational difficulties, larger targets constraint the living spectacle market to move towards a better understanding of its audience in order to increase the frequentation of the broadcasting places. In this study, we show that the professionals are confronted to a multiplicity of valorisation behaviours and logics of consumption. Consequently, we consider various marketing strategies for the organizers to construct the consumption experiences through single (in terms of event) as well as plural offers (several facets).
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Journal articles
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https://halshs.archives-ouvertes.fr/halshs-00007695
Contributor : Anne-Marie Piketty <>
Submitted on : Friday, January 6, 2006 - 2:39:36 PM
Last modification on : Friday, June 8, 2018 - 2:50:08 PM

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Mathilde Pulh, Dominique Bourgeon-Renault, Patrick Bouchet. Spectacles vivants, logiques de consommation et construction d'expériences : le paradoxe d'une offre à la fois unique et plurielle. Décisions Marketing, Association Française du Marketing, 2005, pp.57-66. ⟨halshs-00007695⟩

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