Standing Room Only: Strategies for Marketing the Performing Arts

Standing Room Only: Strategies for Marketing the Performing Arts

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A complete and up-to-date sourcebook of marketing strategies and techniques for music, dance, opera, and theater organizations, Standing Room Only is an indispensable tool for performing arts managers, marketers, board members, fund-raisers, educators, donors, corporate sponsors, and consultants. Written by one of the world's leading marketing authorities and a well-known educator and consultant to the arts management community, the book will significantly help performing arts organizations define their goals and improve their practices and impact - while ensuring that they remain true to their artistic and public missions. From cultivating an organization wide marketing mind-set, doing market research, and understanding your target market to delivering an effective message, designing attractive offerings, managing volunteers, and sustaining viability through fund-raising, the book covers everything you need to know to put a strategic marketing program in place and run it for the future. Standing Room Only offers dozens of examples of innovative and effective marketing strategies from performing arts organizations all over the world - strategies that will ensure that the performing arts will prosper in today's rapidly changing social, economic, and demographic climate.

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511 pages, published in 1997

The book of leading American experts in the field of marketing and management F. Kotler and J. Sheff is the most modern textbook that gives an exhaustive idea of ​​the marketing of performing arts. It presents everything you need to know to develop and implement strategic marketing programs: how to cultivate marketing awareness among the organization’s managers and employees, how to conduct marketing research, determine the target audience, organize volunteer assistance and attract investments.

The publication is addressed to the leaders of theaters, philharmonic and performing groups, philanthropists, sponsors and consultants, students and teachers of art and economic universities.

Philip Kotler, Joanne Scheff