How to Market the Arts: A Practical Approach for the 21st Century - Hardcover

Rhine, Anthony; Pension, Jay

Hardcover

ISBN 10: 0197556078 ISBN 13: 9780197556078

Verlag: Oxford University Press Inc, 2022

Inhaltsangabe

Conventional business marketing often suggests that the primary function of business is to market a product in order to maximize efficiency and profit. In How to Market the Arts: A Practical Approach for the 21st Century, expert authors Anthony Rhine and Jay Pension propose a new paradigm to better explain how nonprofit arts marketing can and should work.

How to Market the Arts provides a history of both nonprofit arts and critical marketing concepts to show how standard methods of marketing are ill-suited for the nonprofit arts industry. Through visual models and case studies of several arts organizations, the book offers instead a practical look at how this industry might adopt more holistic marketing strategies that better reflect their true function which is often to serve communities over persuading consumers. Rhine and Pension offer a theoretical framework for reconsidering the nature of nonprofit arts marking, as well as useful steps an organization might take to increase its value to a community and develop a broader audience base.

Über diesen Titel

Über die Autorin bzw. den Autor

Anthony S. Rhine is Clinical Associate Professor of Management at Pace University. He is the author of Theatre Management: Arts Leadership for the 21st Century and Marketing the Arts: An Introduction.

Jay Pension teaches arts administration and theatre at Florida State University. He is the co-author of Business Issues in the Arts.

Details zur Ausgabe

• Verlag: Oxford University Press Inc
• Erscheinungsdatum: 2022
• Sprache: Englisch
• ISBN 10: 0197556078
• ISBN 13: 9780197556078
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 269
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Oxford University Press España S.A. of El Parque Empresarial; product.safety@oup.com; ; San Fernando de Henares, Avenida de Castilla, 2 - 28830 Madrid; Madrid; Spanien