Robert Yesselman, managing director of Paul Taylor Dance Company, discusses dance: management, marketing and schizophrenia.

This chapter is written from the perspective of the executive director of a modern dance company - an art form in which the creator, whose name the institution usually bears, traditionally takes dominance over all other facets of that institution's operations, particularly in marketing and advertising where the identification of name and institution is particularly sensitive. The lessons, if any, from what follows are, I believe, issues at the crux of the management of any artistic institution and hence of its marketing (p. 23)

CONTENTS
Introduction.

I. Art.
   Summary: The artist and the manager

II. Marketing.

This chapter is written from the perspective of the executive director of a modern dance company - an art form in which the creator, whose name the institution usually bears, traditionally takes dominance over all other facets of that institution's operations, particularly in marketing and advertising where the identification of name and institution is particularly sensitive. The lessons, if any, from what follows are, I believe, issues at the crux of the management of any artistic institution and hence of its marketing.