Standing Room Only: Strategies for Marketing the Performing Arts - Hardcover

Philip Kotler; Joanne Scheff Bernstein

Hardcover

ISBN 10: 0875847374 ISBN 13: 9780875847375

Publisher: Harvard Business Review Press, 1997

Synopsis

Argues that organizations in the performing arts must market themselves to survive, including defining their mission, thinking strategically, and applying basic marketing concepts like product and pricing

About this title

From the Back Cover:

A complete and up-to-date sourcebook of marketing strategies and techniques for music, dance, opera, and theater organizations, Standing Room Only is an indispensable tool for performing arts managers, marketers, board members, fund-raisers, educators, donors, corporate sponsors, and consultants. Written by one of the world's leading marketing authorities and a well-known educator and consultant to the arts management community, the book will significantly help performing arts organizations define their goals and improve their practices and impact - while ensuring that they remain true to their artistic and public missions. From cultivating an organizationwide marketing mind-set, doing market research, and understanding your target market to delivering an effective message, designing attractive offerings, managing volunteers, and sustaining viability through fund-raising, the book covers everything you need to know to put a strategic marketing program in place and run it for the future. Standing Room Only offers dozens of examples of innovative and effective marketing strategies from performing arts organizations all over the world - strategies that will ensure that the performing arts will prosper in today's rapidly changing social, economic, and demographic climate.

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.

About this edition

• Publisher: Harvard Business Review Press
• Publication date: 1997
• ISBN 10: 0875847374
• ISBN 13: 9780875847375
• Binding: Hardcover
• Number of pages: 576