Standing Room Only

Standing Room Only
Library Shelf Location 13a.KOTL
Publication Date 31 Jan 1997
Description 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.
ISBN 0875847374
Quantity 1
Pages 576
Authors Philip Kotler, Joanne Scheff
Format Hardback
Publisher Harvard Business School Press
Category Museum/Gallery Studies
Keyword Marketing
Language English

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