Standing Room Only: Strategies for Marketing the Performing Arts

Name: Standing Room Only: Strategies for Marketing the Performing Arts
Brand: Harvard Business Review Press
Availability: OutOfStock
Rating: 5 (1 reviews)

By Philip Kotler

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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.

Product details

Edition:: 1
Number of Pages:: 560
Release Date:: 1997-01-01
Publication Date:: 1997-01-01
Publisher:: Harvard Business Review Press
Languages:: Published: English, Original: English
ISBN10:: 0875847374
Weight:: 1270 g

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