Standing Room Only
Standing Room Only
副标题: Strategies for Marketing the Performing Arts
ISBN: 9780875847375
出版社: Harvard Business School Press
出版年: 1997-01
页数: 576
定价: USD 60.00
装帧: Hardcover
内容简介
The authors apply the full spectrum of marketing principles to an industry that has long resisted them--the performing arts. Drawing on a wide variety of primary and secondary sources, the authors review all of the key marketing functions--from segmentation to pricing to public relations--in the context of arts management, illustrated through numerous examples. They argue that by embracing fundamental marketing principles and launching innovative marketing strategies, music, theater, and dance organizations can fulfill their artistic missions while building strong customer bases.