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
Published: 2008.
Table of Contents:
  • 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.