Marketing for Cultural Organizations: New Strategies for Attracting Audiences

Description

Marketing for Cultural Organizations presents traditional marketing theory with a focus on the aspects most relevant to arts or cultural organizations. The book explains how to overcome the division between the concepts of high art and popular culture by targeting the new tech savvy cultural consumer. As arts patronage has declined, and given new technological advances, arts organizations have had to adapt to a new environment and compete for an audience. This edition emphasizes visitor or audience participation, as well as the use of social media in attracting and maintaining an audience. Learning to harness social media and technology in order to encourage a dialogue with its audience is of primary importance for arts organizations. Contents Preface 1 Cultural Marketing Challenges 2 From High Art to Popular Culture 3 The New Culture Participant 4 Marketing and the Environment 5 Consumer Motivation and the Purchase Process 6 Consumer Segmentation 7 Researching the Consumer 8 The Product and the Venue 9 Pricing and Funding as Revenue Sources 10 Promotion of the Marketing Message Marketing Worksheets Index