Introduction

With limited budgets and resources, arts ventures are struggling to employ modern marketing methods to promote their events. Marketing the Arts introduces students, young professionals, and even seasoned veterans to new and refined marketing approaches—by drawing on marketing theory as it is used by huge multi-nationals, exploring such theories in the context of creative ventures generally, and the fine and performing arts specifically.

Target Audience and Purpose

The book is designed for classroom use, but also appeals to practitioners looking to strengthen their understanding of marketing, as well as for individuals interested in selling their creations. The book addresses:

market research
marketing strategy
value creation
branding
customer acquisition
market distribution
pricing strategy
sustaining customers and value

Features

Features include:

Discussion questions and classroom activities

Case studies of real life situations

Commentary by current professional practitioners

Companion website