TY  - JOUR
AB  - Addresses the question as to whether opera can be brought to the masses
(defined as socio‐economic groups other than A and B). First, it
describes the methodology used in collecting the data. Goes on to
describe and analyse the audience profile of opera‐goers, and
non‐opera‐goers, in terms of demographic, psychographic, and geographic
analysis, and to establish reasons for attendance and non‐attendance
among different social groups, based on culture, motivation, and
attitude. Finally, makes recommendations in the form of a marketing mix
to encourage a wider audience for opera.
VL  - 12
IS  - 2
SN  - 0263-4503
DO  - 10.1108/02634509410057437
UR  - https://doi.org/10.1108/02634509410057437
AU  - Currie Graeme
AU  - Hobart Carrie
PY  - 1994
Y1  - 1994/01/01
TI  - Can Opera Be Brought to the Masses? A Case Study of Carmen the Opera
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 13
EP  - 18
Y2  - 2024/04/19
ER  -