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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
Used / Hard Cover in a Dust Jacket / Quantity Available: 0
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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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