Szerző szerinti böngészés "ULZIIBADRAKH, ZOLJARGAL"

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    THE ROLE OF MARKETING IN MARKET OF CLASSICAL MUSIC IN MONGOLIA
    (2025) ULZIIBADRAKH, ZOLJARGAL; Szakály , Zoltán; Ihrig Károly gazdálkodás- és szervezéstudományok doktori iskola; Gazdaságtudományi Kar
    This study explores the role of marketing in the classical music market in Mongolia, focusing on how service marketing mix elements influence audience decision-making. It addresses the challenges faced by Mongolian performing arts organizations in attracting and retaining audiences, particularly in the context of declining interest in classical music. The study employs a mixed-methods approach, combining qualitative interviews and quantitative surveys to gather insights from industry professionals and audiences. It identifies that marketing has historically played a minimal role in Mongolian classical music institutions, with formal marketing departments emerging only recently. The research highlights the importance of audience segmentation, especially demographic, psychographic, and behavioral factors in designing effective marketing strategies. Findings demonstrate that elements like promotion, personnel, and physical evidence significantly impact audience engagement. The study also notes the increasing influence of digital technologies and the COVID-19 pandemic in reshaping marketing practices in the performing arts sector. Recommendations include adopting a service marketing mix framework tailored to the cultural context and enhancing audience research and digital outreach. This is one of the first empirical studies in Mongolia to examine marketing in the performing arts, providing a foundational understanding for future research and strategic planning. The dissertation ultimately contributes to bridging the gap between classical music organizations and audiences through informed marketing strategies.