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Marketing the Arts

An Introduction
  • ISBN-13: 9781538128947
  • Publisher: ROWMAN & LITTLEFIELD PUBLISHERS
    Imprint: ROWMAN & LITTLEFIELD PUBLISHERS
  • By Anthony Rhine
  • Price: AUD $193.00
  • Stock: 0 in stock
  • Availability: This book is temporarily out of stock, order will be despatched as soon as fresh stock is received.
  • Local release date: 14/07/2020
  • Format: Hardback 274 pages Weight: 0g
  • Categories: The arts: general issues [AB]
Description
Table of
Contents
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With limited budgets and resources, arts ventures are struggling to employ modern marketing methods to promote their events. Marketing the Arts introduces students, young professionals, and even seasoned veterans to new and refined marketing approaches-by drawing on marketing theory as it is used by huge multi-nationals, exploring such theories in the context of creative ventures generally, and the fine and performing arts specifically. The book is designed for classroom use, but also appeals to practitioners looking to strengthen their understanding of marketing, as well as for individuals interested in selling their creations. The book addresses: market research marketing strategy value creation branding customer acquisition market distribution pricing strategy sustaining customers and value Features include: Discussion questions and classroom activities Case studies of real life situations Commentary by current professional practitioners Companion website
Preface Introduction A Note about the Cases Chapter 1: Marketing the Arts Case Note 1: Danny's Supper Club Chapter 2: Market Strategy Case Note 2: Cambridge Little Theatre Chapter 3: Value Creation: The Artistic Product Case Note 3: Gryphon Senft Chapter 4: Brands and Branding Case Note 4: Santa Clarita Civic Light Opera Chapter 5: Audience Acquisition Case Note 5: Acton Chamber Ensemble Chapter 6: Distributing Creativity Case Note 6: ArtsEverywhere Chapter 7: Pricing Strategies for the Arts Case Note 7: ShinyChic Chapter 8: Audience Development to Sustain Customers Case Note 8: Lila Thorpe Dance Company
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