Culture, where also the promotion of popular music belongs, is a part of the market. This article deals with the use of marketing communication in the field of musical events, especially of folk and country music. The article also points out that the results of effective marketing in culture...

Delivering a satisfactory experience to the customers is an inseparable part of a service organization. This article investigates how two different groups of wayang orang (human wayang), a form of traditional art in Indonesia deliver service experiences to the audiences. Qualitative methods...

Culture, where also the promotion of popular music belongs, is a part of the market. This article deals with the use of marketing communication in the field of musical events, especially of folk and country music. The article also points out that the results of effective marketing in culture...

The economic role of art is sustained by complex marketing processes, which tend to modify the aims and conditions of artistic enterprise. The great dynamism which characterises the global markets in which businesses move nowadays also affects artistic enterprises and hence the...