Promoción musical: un enfoque mercadotécnico

Abstract

Abstract

The objective of this work was to systematize elements that characterize the marketing management of Cuban music through bibliographic research. As part of the approach, a content analysis of various academic arguments was carried out with an interpretive perspective that allowed us to assume a critical stance, affirmed in the idea that Cuban music needs to apply marketing techniques to increase its sales levels in the national territory.

Keywords: Marketing, Institutional communication, Promotion, Cultural institutions, Cuban music.