Philharmonic bands, as nonprofit organizations (NPO's), need to adopt a perception of themselves as self‐sustaining systems and implement a viable business plan that plausibly demonstrates how the organisation can deliver products and services valued by its surrounding environment and thereby obtain the resources necessary for growth and sustainability. There is a gap in the literature, especially in the field of philharmonic marketing. Therefore, this study seeks to contribute towards boosting knowledge about marketing in the philharmonic band sector, leading to continued research in this artistic field that has so often proven crucial to community development. It seeks specifically to analyse strategies for capturing and maintaining the loyalty of potential musicians as well as the tools deployed by entities to promote and stage their activities and attract audiences, sponsors and services. This research adopted qualitative methodology with information being collected through a questionnaire with open questions sent by email to a selected sample of 200 philharmonic bands in Portugal. The results indicate that philharmonic bands currently find it more difficult to attract members, the attraction process has become more demanding and so they must become more efficient in this task. This analysis found similarities in the strategies applied by philharmonic bands to capture resources and for promotion, particularly focusing on potential musicians, resources, audiences and investors.

中文翻译：

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非营利组织，生存管理和营销策略：爱乐乐队

爱乐乐团作为非营利组织（NPO），需要将自己视为自我维持系统，并实施可行的业务计划，合理地证明组织如何提供其周围环境所重视的产品和服务，从而获得必要的资源。为增长和可持续性。文献中存在差距，尤其是在爱乐营销领域。因此，本研究旨在促进在爱乐乐团领域中的市场营销知识的发展，从而导致对该艺术领域的持续研究，而该研究通常被证明对社区发展至关重要。它专门寻求分析用于捕获和保持潜在音乐家的忠诚度的策略，以及实体为促进和上演他们的活动并吸引听众，赞助商和服务而使用的工具。这项研究采用定性方法，通过问卷调查收集信息，并通过电子邮件将未解决的问题通过电子邮件发送给葡萄牙200个爱乐​​乐团的选定样本。结果表明，爱乐乐团目前难以吸引成员，吸引过程要求更高，因此他们在执行此任务时必须变得更有效率。这项分析发现，爱乐乐团在获取资源和推广方面所采用的策略存在相似之处，特别是侧重于潜在的音乐家，资源，听众和投资者。