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Marketing for Cultural Organisations - New strategies for attracting audiences to classical music , dance, museums, theatre and opera. (Paperback, 2nd edition)
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Marketing for Cultural Organisations - New strategies for attracting audiences to classical music , dance, museums, theatre and opera. (Paperback, 2nd edition)
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Cultural organisations have long been protected from the harsh
realities of the marketplace by relying on wealthy patrons or
public subsidies. But as these sources of finance become more
scarce they now find that they have to compete for an audience.
Some have adjusted to this new reality, but many have not. 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 organizations 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. The new edition includes a useful chapter
focusing on promotion. Each chapter now includes worksheets, which
take the reader through the marketing planning process and are an
invaluable aid for evaluating the organisations marketing
environment and in establishing its strategy for attracting
audiences.
General
Imprint: |
Cengage Learning (Emea) Ltd
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Country of origin: |
United Kingdom |
Release date: |
November 2004 |
First published: |
November 2004 |
Authors: |
Bonita Kolb
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Dimensions: |
243 x 188 x 18mm (L x W x T) |
Format: |
Paperback
|
Pages: |
234 |
Edition: |
2nd edition |
ISBN-13: |
978-1-84480-213-5 |
Categories: |
Books >
Arts & Architecture >
The arts: general issues >
General
|
LSN: |
1-84480-213-2 |
Barcode: |
9781844802135 |
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