Standing Room Only: Strategies for Marketing the Performing Arts
Type
Book
Authors
ISBN 10
0875847374
ISBN 13
9780875847375
Category
Unknown
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Publication Year
1997
Publisher
Pages
576
Description
The authors apply the full spectrum of marketing principles to an industry that has long resisted them - the performing arts. Drawing on a wide variety of primary and secondary sources, the authors review all of the key marketing functions - from segmentation to pricing to public relations - in the context of arts management, illustrated through numerous examples. They argue that by embracing fundamental marketing principles and launching innovative marketing strategies, music, theater, and dance organizations can fulfill their artistic missions, while building strong customer bases. - from Amzon
Number of Copies
1
