Making classical music relevant to the iPod generation : an analysis of American symphony orchestra marketing and communications strategies through the lens of the Boston Symphony Orchestra / Sujata Adamson-Mohan.

"Assess(es) the different efforts being made by the BSO to reach out to new and diverse audiences, as well how they are addressing issues of sustainability. Construct(s) a strategic communications plan that will focus on attracting a diverse and younger audience at the BSO. In addition the pl...

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Bibliographic Details
Main Author: Adamson-Mohan, Sujata.
Corporate Author: Simmons College (Boston, Mass.) Communications Dept.
Format: Thesis Book
Language:English
Published: 2008.
Subjects:
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505 0 |a Statement of purpose -- Introduction -- Orchestras in the United States of America -- The Boston Symphony Orchestra (BSO) -- The issue and its impact on the BSO -- Current BSO communications strategies and programming -- SWOT analysis -- Research and benchmarking -- Final analysis and recommendations -- Conclusion -- Works cited -- Appendix A: Survey and results -- Appendix B: Interview with Myran Parker-Brass -- Appendix C: U.S. census data. 
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