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Standing Room Only: Strategies for Marketing the Performing Arts

by Philip Kotler, Joanne Scheff

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401614,186 (4.33)1
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.… (more)
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Kotler and Scheff have managed to write a textbook that is relevant, well-organized AND interesting! While the style is characteristically dry, the prose is peppered with plenty of real-life case studies that help elucidate both the marketing concepts themselves and the application thereof. The chapters are helpfully broken into sub-categories which makes for easy note-taking and comprehension. I can see why this has been the Arts Marketing bible for so long. The only thing we need is an updated version with more intense focus on internet marketing, etc. ( )
  rebcamuse | Aug 22, 2008 |
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Author nameRoleType of authorWork?Status
Philip Kotlerprimary authorall editionscalculated
Scheff, Joannemain authorall editionsconfirmed
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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.

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