Standing Room Only: Strategies for Marketing the Performing Arts

Kotler, Philip; Scheff, Joanne

Published by Harvard Business School Press, 1997
ISBN 10: 0875847374 / ISBN 13: 9780875847375
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560 pages, 6 parts, 19 chapters, name index, organization index, subject index. Figures and tables for illustrations, notes at the end of each chapter. Pictorial dust jacket. Near fine condition. Bookseller Inventory #

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Synopsis: 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.

About the Author: Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern University in Chicago.

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Bibliographic Details

Title: Standing Room Only: Strategies for Marketing...
Publisher: Harvard Business School Press
Publication Date: 1997
Binding: Hard Cover in a Dust Jacket
Book Condition: Near Fine
Edition: 1st Edition

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Philip Kotler, Joanne Scheff Author
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Book Description Harvard Business School Press, 1997. Hardcover. Book Condition: Very Good. Standing Room Only: Strategies for Marketing the Performing Arts This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. . Bookseller Inventory # 7719-9780875847375

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