THE SYMPHONY CONCERT AS MARKETING PRODUCT

After having historically been reluctant to embrace marketing beyond mere advertisement, considering it incompatible with the artistic mission, symphony orchestras are having marketing as an integral part of their operations. With marketing scholars increasingly working with non-profit organizations, the field of arts marketing has also developed. Marketing theories are applied to the symphony orchestra, taking into account its characteristics. The study focuses on how the 4 Ps theory of the marketing mix is applied to the live symphony concert as a product. After examining the concert program itself emphasizing the importance of the way the repertoire is presented, we detail various elements of the augmented product, focusing on program notes (including digital offerings) and pre-concert talks.