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Marketing for Cultural Organizations - New Strategies for Attracting Audiences - third edition (Paperback, 3 Revised Edition)
Loot Price: R1,778
Discovery Miles 17 780
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Marketing for Cultural Organizations - New Strategies for Attracting Audiences - third edition (Paperback, 3 Revised Edition)
Expected to ship within 12 - 17 working days
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Marketing for Cultural Organizations presents traditional marketing
theory with a focus on the aspects most relevant to arts or
cultural organizations. The book explains how to overcome the
division between the concepts of high art and popular culture by
targeting the new tech savvy cultural consumer. As arts patronage
has declined, and given new technological advances, arts
organizations have had to adapt to a new environment and compete
for an audience. This edition emphasizes visitor or audience
participation, as well as the use of social media in attracting and
maintaining an audience. Learning to harness social media and
technology in order to encourage a dialogue with its audience is of
primary importance for arts organizations. This book covers: - Cost
effective methods of researching the audience using technology -
Developing a consistent, branded online message - Using social
media to increase audience engagement, and involve them in the
creative process With an approach that is jargon-free and focused
on practical application, this book is designed for both
undergraduate and graduate students of arts marketing and cultural
management.
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