Standing room only : strategies for marketing the performing arts
著者
書誌事項
Standing room only : strategies for marketing the performing arts
Harvard Business School Press, c1997
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注記
"Published in association with Americans for the Arts"
Includes bibliographical references and indexes
内容説明・目次
内容説明
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 numerous examples. They argue that by embracing fundamental marketing principles and launching innovative marketing strategies, music, theater, and dance organizations can fulfill their artistic missions, while building strong customer bases.
目次
- Defining the mission
- understanading the performing arts market
- developing the strategy
- delivery the message
- managing the organization
- securing the future.
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