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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
Table des matières
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
A propos de l'auteur
Anthony Rhine is Professor of Theatre Management at Florida State University, USA. He worked for two decades 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.
Résumé
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.
