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In
How to Market the Arts: A Practical Approach for the 21st Century, expert authors Anthony Rhine and Jay Pension provide a new and practical paradigm to explain how nonprofit arts marketing can and should work.
List of contents
- Preface
- Introduction
- Part 1: Marketing Versus Engagement
- Chapter 1: Setting the Stage: A Shift from Traditional Marketing
- Chapter 2: Engagement
- Part 2: Education
- Chapter 3:Contrasting Frameworks: Promotion and Education
- Chapter 4: Promotion and the Arts
- Chapter 5: Education and the Arts
- Part 3: Experience
- Chapter 6: Contrasting Frameworks: Product and Experience
- Chapter 7: Product and the Arts
- Chapter 8: Experience and the Arts
- Part 4: Environment
- Chapter 9: Contrasting Frameworks: Place and Environment
- Chapter 10: Place and the Arts
- Chapter 11: Environment and the Arts
- Part 5: Ease of Access
- Chapter 12: Contrasting Frameworks: Price and Ease of Access
- Chapter 13: Price and the Arts
- Chapter 14: Ease of Access and the Arts
- Conclusion: Piecing Everything Together
About the author
Anthony S. Rhine is Clinical Associate Professor of Management at Pace University. He is the author of Theatre Management: Arts Leadership for the 21st Century and Marketing the Arts: An Introduction.
Jay Pension teaches arts administration and theatre at Florida State University. He is the co-author of Business Issues in the Arts.
Summary
Conventional business marketing often suggests that the primary function of business is to market a product in order to maximize efficiency and profit. In How to Market the Arts: A Practical Approach for the 21st Century, expert authors Anthony Rhine and Jay Pension propose a new paradigm to better explain how nonprofit arts marketing can and should work.
How to Market the Arts provides a history of both nonprofit arts and critical marketing concepts to show how standard methods of marketing are ill-suited for the nonprofit arts industry. Through visual models and case studies of several arts organizations, the book offers instead a practical look at how this industry might adopt more holistic marketing strategies that better reflect their true function which is often to serve communities over persuading consumers. Rhine and Pension offer a theoretical framework for reconsidering the nature of nonprofit arts marking, as well as useful steps an organization might take to increase its value to a community and develop a broader audience base.
Additional text
Education, experience, engagement, environment, and ease of access complete the model for success. This book clearly develops a new approach to marketing the arts and, as a result, will prove beneficial for all.
