Review by Susanne Roschwalb of the the book Market the Arts! [New York, NY: Foundation for the Extension and Development of the American Professional Theatre (FEDAPT), 1983, 287 p.].

Market The Arts! contains several definitions of marketing:

• Marketing is a system that allows an organization to focus its limited resources so that it can increase the probability of obtaining its goals.
  
  
• Marketing is the analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objectives.
  
  
• Marketing is a process of total institutional presentation and projection.
  
  
• The marketing director should be charged with coordinating all of public impact activities of an organization including developing a cohesive style.
  
  
• The marketer is an interpreter of the work of the organization.
  
  
• A continuous admonition from the marketers is, Look at Your Product. Try to see it from the audience point of view. Why should anyone want it? is the first question. Then, why is it being created?