Standing Room Only
Strategies for Marketing the Performing Arts
Seiten
1997
Harvard Business Review Press (Verlag)
978-0-87584-737-5 (ISBN)
Harvard Business Review Press (Verlag)
978-0-87584-737-5 (ISBN)
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Reviews various key marketing functions - from segmentation to pricing to public relations - in the context of arts management, illustrated through numerous examples. This book argues that by embracing various marketing principles and launching marketing strategies, music, theater, and dance organizations can fulfill their artistic missions.
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.
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.
Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern University in Chicago.
Defining the mission; understanading the performing arts market; developing the strategy; delivery the message; managing the organization; securing the future.
Erscheint lt. Verlag | 1.1.1997 |
---|---|
Sprache | englisch |
Themenwelt | Kunst / Musik / Theater ► Theater / Ballett |
Sachbuch/Ratgeber ► Sport ► Tanzen / Tanzsport | |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
ISBN-10 | 0-87584-737-4 / 0875847374 |
ISBN-13 | 978-0-87584-737-5 / 9780875847375 |
Zustand | Neuware |
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