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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
List of contents
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
About the author
Anthony S. Rhine is professor in the school of Theatre at Florida State University. He holds a Ph.D. in business administration and bachelor's and master's degrees in theatre management.
He worked for the first two decades of his career as a theatre executive, running multi-million-dollar and Tony-nominated theatre companies. During that time, he also wrote the librettos for over twenty produced musicals, including several that toured both nationally and internationally, and directed scores of professional productions. For the last decade, he has been a professor of theatre management, focusing his research on advancing and improving theatre management education and its application in improving nonprofit theatre organizational outcomes such as increased ticket sales and unearned income. His research has been published in the top-ranked journals of arts management. Rhine is author of Leading the Creative Mind (2011) and Theatre Management: Arts Leadership for the 21st Century (2018).
Summary
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.
