La gestión de la programación teatral en España

The Performing Arts sector has been outstanding recently by its dynamism and growth. The bigger offer and demand of these cultural activities has underlined the need to manage programming from a professional view as well as a further research into this topic. However, there is still lack of academic research in this field. To fill this gap the authors have undertaken a survey focused on managers of performing arts organisations in Spain. Although the audience profile is considered as a key factor for programming it seems that there is not a full adoption of marketing principles and techniques in this context.