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Standing Room Only: Strategies for Marketing the Performing Arts
Standing Room Only Strategies for Marketing the Performing Arts
Author: Philip Kotler, Joanne Scheff
The authors apply the full spectrum of marketing principles to an industry that has long resisted them--the performing arts. Drawing on a wide variety of primary and secondary sources, the authors review all of the key marketing functions--from segmentation to pricing to public relations--in the context of arts management, illustrated through nu...  more »
ISBN-13: 9780875847375
ISBN-10: 0875847374
Publication Date: 1/1997
Pages: 560
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Publisher: Harvard Business School Press
Book Type: Hardcover
Members Wishing: 0
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