Marketing the Arts

An Introduction

Häftad, Engelska, 2020

Av Anthony Rhine

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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. 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 researchmarketing strategyvalue creationbrandingcustomer acquisitionmarket distributionpricing strategysustaining customers and valueFeatures include:Discussion questions and classroom activitiesCase studies of real life situationsCommentary by current professional practitionersCompanion website

Produktinformation

Utgivningsdatum2020-05-13
Mått156 x 232 x 21 mm
Vikt413 g
FormatHäftad
SpråkEngelska
Antal sidor274
FörlagBloomsbury Publishing Plc
ISBN9781538128954

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Anthony S. Rhine isprofessor in the school of Theatre at Florida State University. He holds a Ph.D. in business administration and bachelor's and master's degrees in theatre management. He worked for the first two decades of his career as a theatre executive, running multi-million-dollar and Tony-nominated theatre companies. During that time, he also wrote the librettos for over twenty produced musicals, including several that toured both nationally and internationally, and directed scores of professional productions. For the last decade, he has been a professor of theatre management, focusing his research on advancing and improving theatre management education and its application in improving nonprofit theatre organizational outcomes such as increased ticket sales and unearned income. His research has been published in the top-ranked journals of arts management. Rhine is author of Leading the Creative Mind (2011) and Theatre Management: Arts Leadership for the 21st Century (2018).

PrefaceIntroductionA Note about the CasesChapter 1: Marketing the ArtsCase Note 1: Danny’s Supper ClubChapter 2: Market StrategyCase Note 2: Cambridge Little TheatreChapter 3: Value Creation: The Artistic ProductCase Note 3: Gryphon SenftChapter 4: Brands and BrandingCase Note 4: Santa Clarita Civic Light OperaChapter 5: Audience AcquisitionCase Note 5: Acton Chamber EnsembleChapter 6: Distributing CreativityCase Note 6: ArtsEverywhereChapter 7: Pricing Strategies for the ArtsCase Note 7: ShinyChicChapter 8: Audience Development to Sustain CustomersCase Note 8: Lila Thorpe Dance Company