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Standing Room Only

De (autor) Joanne Scheff
Notă GoodReads:
en Limba Engleză Carte Hardback – 1997
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.
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Specificații

ISBN-13: 9780875847375
ISBN-10: 0875847374
Pagini: 560
Dimensiuni: 203 x 236 x 43 mm
Greutate: 1.07 kg
Ediția: New.
Editura: Harvard Business Review
Locul publicării: Canada

Textul de pe ultima copertă

A complete and up-to-date sourcebook of marketing strategies and techniques for music, dance, opera, and theater organizations, Standing Room Only is an indispensable tool for performing arts managers, marketers, board members, fund-raisers, educators, donors, corporate sponsors, and consultants. Written by one of the world's leading marketing authorities and a well-known educator and consultant to the arts management community, the book will significantly help performing arts organizations define their goals and improve their practices and impact - while ensuring that they remain true to their artistic and public missions. From cultivating an organizationwide marketing mind-set, doing market research, and understanding your target market to delivering an effective message, designing attractive offerings, managing volunteers, and sustaining viability through fund-raising, the book covers everything you need to know to put a strategic marketing program in place and run it for the future. Standing Room Only offers dozens of examples of innovative and effective marketing strategies from performing arts organizations all over the world - strategies that will ensure that the performing arts will prosper in today's rapidly changing social, economic, and demographic climate.

Notă biografică

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.