How to Market the Arts

Anthony S. Rhine is Clinical Associate Professor of Management at Pace University. He is the author of Theatre Management: Arts Leadership for the 21st Century and Marketing the Arts: An Introduction. Jay Pension teaches arts administration and theatre at Florida State University. He is the co-author of Business Issues in the Arts.

• PrefaceIntroduction Part 1: Marketing Versus EngagementChapter 1: Setting the Stage: A Shift from Traditional MarketingChapter 2: Engagement Part 2: Education Chapter 3:Contrasting Frameworks: Promotion and EducationChapter 4: Promotion and the Arts Chapter 5: Education and the Arts Part 3: ExperienceChapter 6: Contrasting Frameworks: Product and ExperienceChapter 7: Product and the ArtsChapter 8: Experience and the ArtsPart 4: Environment Chapter 9: Contrasting Frameworks: Place and EnvironmentChapter 10: Place and the ArtsChapter 11: Environment and the ArtsPart 5: Ease of AccessChapter 12: Contrasting Frameworks: Price and Ease of AccessChapter 13: Price and the ArtsChapter 14: Ease of Access and the ArtsConclusion: Piecing Everything Together

This is a much-needed resource and exploration of what it takes to promote the nonprofit arts sector at this time of change and transformation. Rhine and Pension have created a new approach, not only to how we sell our work, but how we can view the process of making and selling more holistically, as two halves of the same necessary whole.