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Relationships among indicators of success in broadway plays and motion pictures

Relationships among indicators of success in broadway plays and motion pictures RELATIONSHIPS AMONG INDICATORS OF SUCCESS IN BROADWAY PLAYS AND MOTION PICTURES Elizabeth C. Hirschman and Andrew Pieros, Jr. Introduction One of the most rapidly growing areas of marketing research investigation is that broadly termed "marketing the arts". Articles dealing with the application of mar- keting theory and techniques to aesthetics, entertainment, and the performing arts have appeared with increasing frequency in the marketing and consumer behavior liter- ature (e.g., Andreasen and Belk 1980; Belk and Andreasen 1980; Hirschman and Wallendorf 1982, Holbrook 1980; Huber and Holbrook 1980; Levy and Czepiel 1974; Semenik and Young 1980). In addition, two recent conferences have been devoted entirely or in part to this topic (I1irschman and Holbrook 1981; Mokwa et al. 1980). Research investigations within a marketing-the-arts framework have ranged in complexity and sophistication from descriptive audience survey data (Wachtel 1981) to multivariate audience prediction models (Andreasen and Belk 1980). Although it is difficult to characterize these studies in a simple way, perhaps the majority have focused upon the characteristics of consumers patronizing a parti- cular art form or entertainment mode (e.g., DiMaggio, Useem and Brown 1978; Sexton and Britney 1980; Wachtel 1981). The results of these studies typically are used to segment http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Cultural Economics Springer Journals

Relationships among indicators of success in broadway plays and motion pictures

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References (16)

Publisher
Springer Journals
Copyright
Copyright
Subject
Economics; Cultural Economics; Microeconomics; Economic Policy; Arts; Music; Regional and Cultural Studies
ISSN
0885-2545
eISSN
1573-6997
DOI
10.1007/BF02267487
Publisher site
See Article on Publisher Site

Abstract

RELATIONSHIPS AMONG INDICATORS OF SUCCESS IN BROADWAY PLAYS AND MOTION PICTURES Elizabeth C. Hirschman and Andrew Pieros, Jr. Introduction One of the most rapidly growing areas of marketing research investigation is that broadly termed "marketing the arts". Articles dealing with the application of mar- keting theory and techniques to aesthetics, entertainment, and the performing arts have appeared with increasing frequency in the marketing and consumer behavior liter- ature (e.g., Andreasen and Belk 1980; Belk and Andreasen 1980; Hirschman and Wallendorf 1982, Holbrook 1980; Huber and Holbrook 1980; Levy and Czepiel 1974; Semenik and Young 1980). In addition, two recent conferences have been devoted entirely or in part to this topic (I1irschman and Holbrook 1981; Mokwa et al. 1980). Research investigations within a marketing-the-arts framework have ranged in complexity and sophistication from descriptive audience survey data (Wachtel 1981) to multivariate audience prediction models (Andreasen and Belk 1980). Although it is difficult to characterize these studies in a simple way, perhaps the majority have focused upon the characteristics of consumers patronizing a parti- cular art form or entertainment mode (e.g., DiMaggio, Useem and Brown 1978; Sexton and Britney 1980; Wachtel 1981). The results of these studies typically are used to segment

Journal

Journal of Cultural EconomicsSpringer Journals

Published: Nov 13, 2005

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