ENGLISH

How to Market the Arts: A Practical Approach for the 21st Century

By Anthony S. Rhine , John Jay Pension

Book information

Publisher
Oxford University Press
Year
2022
ISBN
0197556078, 9780197556078
Language
english
Format
EPUB
Filesize
6 MB (6270478 bytes)
Pages
277\0
Topic
Business Marketing
Time added
2022-08-25 10:19:42

Description

Conventional business marketing often suggests that the primary function of business is to market a product in order to maximize efficiency and profit. In How to Market the Arts: A Practical Approach for the 21st Century, expert authors Anthony Rhine and Jay Pension propose a new paradigm to better explain how nonprofit arts marketing can and should work. How to Market the Arts provides a history of both nonprofit arts and critical marketing concepts to show how standard methods of marketing are ill-suited for the nonprofit arts industry. Through visual models and case studies of several arts organizations, the book offers instead a practical look at how this industry might adopt more holistic marketing strategies that better reflect their true function which is often to serve communities over persuading consumers. Rhine and Pension offer a theoretical framework for reconsidering the nature of nonprofit arts marking, as well as useful steps an organization might take to increase its value to a community and develop a broader audience base.

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