Standing Room Only: Strategies for Marketing the Performing Arts
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Tags:
Entertainment / Arts & Photography / Performing Arts / Business & Investing / Industries & Professions / Marketing & Sales
- Authors: Joanne Scheff Bernstein - Philip Kotler
- Edition: Hardcover
- Release: 0000-00-00
- Format: Hardcover (560 pages)
- ISBN 10: 0875847374
- ISBN 13: 9780875847375
- List Price: $60.00
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Book 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.
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