Standing room only: strategies for marketing the performing arts
Auteur :
Kotler, Philip
Éditeur :
Kotler, PhilipScheff, Joanne,
ISBN :
9780875847375
Date de publication :
1 janv. 1997
Dimensions :
23,8 x 20,8 x 4,5 cm
Poids :
1315 g
Langue :
Anglais
Pays d'origine :
USA
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.