ISBN 9780875847375 | 0875847374 Textbooks - "Standing Room Only Strategies for Marketing the Performing Arts" by Philip Kotler Kotler Joanne Scheff Bernstein Philip Bernstein Joanne Scheff

Authors: Philip Kotler - Kotler - Joanne Scheff Bernstein - Philip; Bernstein - Joanne Scheff
ISBN 10: 0875847374
ISBN 13: 9780875847375
Release: January 1, 1997
Format: Hardcover (576 pages)
List Price: $60.00
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List Price: $60.00

Tags: Entertainment,

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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Standing Room Only: Strategies for Marketing the Performing Arts