Managing the Cultural Business

Michela Addis is Professor of Marketing at the Università di Roma Tre, Italy. She is the author of Engaging Brands, published by Routledge in 2020. Andrea Rurale is SDA Bocconi Professor of Marketing at Bocconi University, Italy. Andrea is Director of the Master in Arts Management and Administration at SDA Bocconi and leads the Art and Culture Knowledge Centre. He is the President of FAI Lombardia (Fondo Ambiente Italiano) and the President of Conservatory of Music in Cremona.

"This book is a must read. It offers a fresh view of arts management through a framework examining common mistakes or misunderstandings about managing and marketing in the arts. Arts organization are developed around a central artistic vision, but the sound management and marketing principles offered in this book will help artists, curators and artistic directors to realise artistic dreams."François Colbert, Carmelle and Rémi-Marcoux Chair in Arts Management and Co-Director, Master of Management in International Arts Management, HEC Montréal, Canada"This book takes a fresh approach with "common mistakes" as the starting point for how to address classical problems in cultural management. The authors also recognize the need for more international perspectives, more international examples, and more strategies that apply beyond the local and national."Constance DeVereaux, University of Connecticut, USA. Editor of Arts and Cultural Management (Routledge, 2018)

• 1. A Call to Revise Cultural Business Management 2. Cultural Business Models 3. Strategic Thinking in the Arts 4. Agile Management in the Arts 5. Arts Performance Measurement 6. Data Analysis and the Arts 7. Understanding the Arts Customer 8. Segmenting for Arts Marketing 9. Strategic Fundraising in the Arts 10. Corporate Communication and the Arts 11. Economic Impact and the Arts