Marketing for cultural organisations : new strategies for attracting audiences to classical music, dance, museums, theatre & opera /
Kolb, Bonita M.,
Marketing for cultural organisations : new strategies for attracting audiences to classical music, dance, museums, theatre & opera / Bonita M. Kolb. - Second edition. - 233 pages ; 25 cm
Previous ed.: Dublin: Oak Tree, 1999.
Includes bibliographical references and index.
New marketing challenges -- From high art to popular culture -- The new culture consumer -- Marketing's function in the organisation -- Consumer motivation & choice -- Market segmentation -- Using research -- The product & its distribution -- Pricing & funding as revenue sources -- The promotion mix. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
"This book describes the new competitive environment in which cultural organisations now operate and how the more innovative ones are re-thinking their marketing strategies. These organisations realise that they are dealing with a new type of cultural consumer - one who is willing to cross the boundary between popular culture and high art but who wants a cultural experience that also entertains." "With dozens of examples from the UK, US and elsewhere, this book will be essential reading for those who work in cultural organisations as they struggle to fit into the new marketing environment. It focuses on those aspects of marketing most related to the challenges currently facing cultural organisations, including determining their market segment and the positioning of their cultural product in a crowded marketplace. It will also be ideal for students of arts management or those who hope to work in the cultural industries."--BOOK JACKET.
1844802132 9781844802135
Arts--Marketing
NX634 / .K65 2005
700.688
Marketing for cultural organisations : new strategies for attracting audiences to classical music, dance, museums, theatre & opera / Bonita M. Kolb. - Second edition. - 233 pages ; 25 cm
Previous ed.: Dublin: Oak Tree, 1999.
Includes bibliographical references and index.
New marketing challenges -- From high art to popular culture -- The new culture consumer -- Marketing's function in the organisation -- Consumer motivation & choice -- Market segmentation -- Using research -- The product & its distribution -- Pricing & funding as revenue sources -- The promotion mix. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
"This book describes the new competitive environment in which cultural organisations now operate and how the more innovative ones are re-thinking their marketing strategies. These organisations realise that they are dealing with a new type of cultural consumer - one who is willing to cross the boundary between popular culture and high art but who wants a cultural experience that also entertains." "With dozens of examples from the UK, US and elsewhere, this book will be essential reading for those who work in cultural organisations as they struggle to fit into the new marketing environment. It focuses on those aspects of marketing most related to the challenges currently facing cultural organisations, including determining their market segment and the positioning of their cultural product in a crowded marketplace. It will also be ideal for students of arts management or those who hope to work in the cultural industries."--BOOK JACKET.
1844802132 9781844802135
Arts--Marketing
NX634 / .K65 2005
700.688