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. (Publisher's description)

 

For More Information Contact:

Philip Kotler
Kellogg School of Management
Northwestern University
2001 Sheridan Rd
Evanston, IL 60208
Tel: 847.491.3300
E-mail: [email protected]

Joanne Scheff Bernstein
Arts Marketing Insights
91 Meadowview Drive
Northfield, IL 60093-3547
Tel: 847.446.9730
Fax: 847.446.9266
E-mail: [email protected]

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.