How to Market the Arts

A Practical Approach for the 21st Century

AvAnthony S. Rhine,Jay Pension

Häftad, Engelska, 2022

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2022-12-12
Mått:157 x 237 x 16 mm
Vikt:490 g
Format:Häftad
Språk:Engelska
Antal sidor:288
Förlag:OUP USA
ISBN:9780197556085

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Mer om författaren

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.

Recensioner i media

This is a much-needed resource and exploration of what it takes to promote the nonprofit arts sector at this time of change and transformation. Rhine and Pension have created a new approach, not only to how we sell our work, but how we can view the process of making and selling more holistically, as two halves of the same necessary whole.

Innehållsförteckning

PrefaceIntroduction Part 1: Marketing Versus EngagementChapter 1: Setting the Stage: A Shift from Traditional MarketingChapter 2: Engagement Part 2: Education Chapter 3:Contrasting Frameworks: Promotion and EducationChapter 4: Promotion and the Arts Chapter 5: Education and the Arts Part 3: ExperienceChapter 6: Contrasting Frameworks: Product and ExperienceChapter 7: Product and the ArtsChapter 8: Experience and the ArtsPart 4: Environment Chapter 9: Contrasting Frameworks: Place and EnvironmentChapter 10: Place and the ArtsChapter 11: Environment and the ArtsPart 5: Ease of AccessChapter 12: Contrasting Frameworks: Price and Ease of AccessChapter 13: Price and the ArtsChapter 14: Ease of Access and the ArtsConclusion: Piecing Everything Together