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Standing Room Only: Strategies for Marketing the Performing Arts (Маркетинговые стратегии для сферы искусств)

Опубликовано на портале: 30-10-2003
Harvard: Harvard Business School Press, 1997
Тематический раздел:
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

Preface
Part I. Defining the Mission
Part II. Understanding the Performing Arts Market
Part III. Developing the Strategy
Part IV. Delivering the Message
Part V. Managing the Organization
Part VI. Securing the Future
Indexes

Ключевые слова

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