Cet article analyse la nature de l'échange marketing pouvant se réaliser entre consommateurs et producteurs d'œuvres artistiques. Le théâtre, activité de culture et loisir est abordée à travers l'étude des motivations de consommation ainsi que celles de production (écrivains, metteurs en scène, acteurs). La recherche de nature interprétative, s'attache à mettre en lumière le réseau de significations associé à la consommation et à la production de cette expérience. Les différentes motivations de consommation et de production de cette activité induites de la recherche son comparées, et la nature de l'échange marketing entre consommateurs et producteurs est discutée.
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