Market landscape and the role of marketing in the field of Mongolian performing arts organizations
Classical music is a formal music tradition of the Western world; an accepted genre having had many positive benefits on human and animal lives. The most common benefits of classical music are to provide an immersive live experience, support psychological and physiological needs, boost our health an...
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| Format: | Article |
| Language: | English |
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University of Novi Sad - Faculty of Economics, Subotica
2025-01-01
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| Series: | Anali Ekonomskog fakulteta u Subotici |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2025/0350-21202553017U.pdf |
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| _version_ | 1849425328398663680 |
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| author | Ulziibadrakh Zoljargal Szakály Zoltán |
| author_facet | Ulziibadrakh Zoljargal Szakály Zoltán |
| author_sort | Ulziibadrakh Zoljargal |
| collection | DOAJ |
| description | Classical music is a formal music tradition of the Western world; an accepted genre having had many positive benefits on human and animal lives. The most common benefits of classical music are to provide an immersive live experience, support psychological and physiological needs, boost our health and brain functions, and improve productivity. Many countries have a well-developed history and achievement in this field, thus gaining an advantage; however, as classical music entered Mongolian culture comparatively late, it is a promising field in which to conduct research. This study aims to explore, determine, and gain insight into the marketplace as well as the role of marketing from past, current, and future perspectives as the field of classical music continues to develop in Mongolia. The study uses an in-depth interview approach with 21 interviewees including directors, marketers, managers, artists, researchers, and employees from two main Mongolian performing arts organizations, in order to gain a deeper understanding of this world. Based on the insights and experiences gained from these interviews, the results are identified and divided into two themes - market and audience profile, and the role of marketing within Mongolian performing arts organizations. Finally, the paper summarizes the main findings and concludes with a synopsis of key limitations and future research. |
| format | Article |
| id | doaj-art-a6a2966eae7c4bc9b1e8149d92aad5a7 |
| institution | Kabale University |
| issn | 0350-2120 2683-4162 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | University of Novi Sad - Faculty of Economics, Subotica |
| record_format | Article |
| series | Anali Ekonomskog fakulteta u Subotici |
| spelling | doaj-art-a6a2966eae7c4bc9b1e8149d92aad5a72025-08-20T03:29:48ZengUniversity of Novi Sad - Faculty of Economics, SuboticaAnali Ekonomskog fakulteta u Subotici0350-21202683-41622025-01-01202553173610.5937/AnEkSub2400001U0350-21202553017UMarket landscape and the role of marketing in the field of Mongolian performing arts organizationsUlziibadrakh Zoljargal0https://orcid.org/0000-0002-5273-735XSzakály Zoltán1https://orcid.org/0000-0001-8332-3152University of Debrecen, Faculty of Economics and Business, Károly Ihrig Doctoral School, Debrecen, HungaryUniversity of Debrecen, Faculty of Economics and Business, Institute of Marketing and Commerce, Debrecen, HungaryClassical music is a formal music tradition of the Western world; an accepted genre having had many positive benefits on human and animal lives. The most common benefits of classical music are to provide an immersive live experience, support psychological and physiological needs, boost our health and brain functions, and improve productivity. Many countries have a well-developed history and achievement in this field, thus gaining an advantage; however, as classical music entered Mongolian culture comparatively late, it is a promising field in which to conduct research. This study aims to explore, determine, and gain insight into the marketplace as well as the role of marketing from past, current, and future perspectives as the field of classical music continues to develop in Mongolia. The study uses an in-depth interview approach with 21 interviewees including directors, marketers, managers, artists, researchers, and employees from two main Mongolian performing arts organizations, in order to gain a deeper understanding of this world. Based on the insights and experiences gained from these interviews, the results are identified and divided into two themes - market and audience profile, and the role of marketing within Mongolian performing arts organizations. Finally, the paper summarizes the main findings and concludes with a synopsis of key limitations and future research.https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2025/0350-21202553017U.pdfperforming arts marketingthe role of marketingperforming arts organizations of mongoliaclassical musicaudiences |
| spellingShingle | Ulziibadrakh Zoljargal Szakály Zoltán Market landscape and the role of marketing in the field of Mongolian performing arts organizations Anali Ekonomskog fakulteta u Subotici performing arts marketing the role of marketing performing arts organizations of mongolia classical music audiences |
| title | Market landscape and the role of marketing in the field of Mongolian performing arts organizations |
| title_full | Market landscape and the role of marketing in the field of Mongolian performing arts organizations |
| title_fullStr | Market landscape and the role of marketing in the field of Mongolian performing arts organizations |
| title_full_unstemmed | Market landscape and the role of marketing in the field of Mongolian performing arts organizations |
| title_short | Market landscape and the role of marketing in the field of Mongolian performing arts organizations |
| title_sort | market landscape and the role of marketing in the field of mongolian performing arts organizations |
| topic | performing arts marketing the role of marketing performing arts organizations of mongolia classical music audiences |
| url | https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2025/0350-21202553017U.pdf |
| work_keys_str_mv | AT ulziibadrakhzoljargal marketlandscapeandtheroleofmarketinginthefieldofmongolianperformingartsorganizations AT szakalyzoltan marketlandscapeandtheroleofmarketinginthefieldofmongolianperformingartsorganizations |