Marketing for cultural organisations : new strategies for attracting audiences to classical music, dance, museums, theatre & opera / Bonita M. Kolb.

By:

Kolb, Bonita M [author.]

Material type: Text

TextPublisher: London : Thomson Learning, 2005Edition: Second editionDescription: 233 pages ; 25 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

1844802132
9781844802135

Subject(s):

Arts -- Marketing

DDC classification:

700.688 22

LOC classification:

NX634 .K65 2005

Contents:

1. New marketing challenges -- 2. From high art to popular culture -- 3. The new culture consumer -- 4. Marketing's function in the organisation -- 5. Consumer motivation & choice -- 6. Market segmentation -- 7. Using research -- 8. The product & its distribution -- 9. Pricing & funding as revenue sources -- 10. The promotion mix.

Review: "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.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	City Campus City Campus Main Collection	700.688 KOL (Browse shelf(Opens below))	1	Available		A196181B
Book	City Campus City Campus Main Collection	700.688 KOL (Browse shelf(Opens below))	1	Available		A294787B

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Previous								Next
Previous	700.688 COW In praise of commercial culture /	700.688 IMA Imagining marketing : art, aesthetics, and the avant-garde /	700.688 KOL Marketing for cultural organisations : new strategies for attracting audiences to classical music, dance, museums, theatre & opera /	700.688 KOL Marketing for cultural organisations : new strategies for attracting audiences to classical music, dance, museums, theatre & opera /	700.7 WIT The intelligence of feeling /	700.71 CAL Transforming education through the arts /	700.71 DET Soft boundaries : re-visioning the arts and aesthetics in American education /	Next

Previous ed.: Dublin: Oak Tree, 1999.

Includes bibliographical references and index.

"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.

Machine converted from AACR2 source record.

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