How to Market the Arts: A Practical Approach for the 21st Century 1st Edition Anthony S. Rhine

How to Market the Arts: A Practical Approach for the 21st Century – Ebook Instant Download/Delivery ISBN(s): 9780197556078,0197556078

Product details:

• ISBN-10 ‏ : ‎ 0197556078
• ISBN-13 ‏ : ‎ 978-0197556078
• Author(s): Anthony S. Rhine, Jay Pension

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.

Table contents:

Part I: Marketing versus Engagement
1. Setting the Stage: A Shift from Traditional Marketing
2. Engagement
Part II: Education
3. Contrasting Frameworks: Promotion and Education
4. Promotion and the Arts
5. Education and the Arts
Part III: Experience
6. Contrasting Frameworks: Product and Experience
7. Product and the Arts
8. Experience and the Arts
Part IV: Environment
9. Contrasting Frameworks: Place and Environment
10. Place and the Arts
11. Environment and the Arts
Part V: Ease of Access
12. Contrasting Frameworks: Price and Ease of Access
13. Price and the Arts
14. Ease of Access and the Arts
Conclusion: Piecing Everything Together
Notes
Index

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