Standing Room Only: Strategies for Marketing the Performing Arts - Rilegato

Kotler, Philip; Scheff, Joanne

Rilegato

ISBN 10: 0875847374 ISBN 13: 9780875847375

Casa editrice: Harvard Business School Pr, 1997

Riassunto

The authors apply the full spectrum of marketing principles to an industry that has long resisted them--the performing arts. Drawing on a wide variety of primary and secondary sources, the authors review all of the key marketing functions--from segmentation to pricing to public relations--in the context of arts management, illustrated through numerous examples. They argue that by embracing fundamental marketing principles and launching innovative marketing strategies, music, theater, and dance organizations can fulfill their artistic missions while building strong customer bases.

Su questo libro

L'autore:

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern University in Chicago.

Product Description:

Book by Philip Kotler Joanne Scheff Bernstein

Su questa edizione

• Editore: Harvard Business School Pr
• Data di pubblicazione: 1997
• ISBN 10: 0875847374
• ISBN 13: 9780875847375
• Rilegatura: Copertina rigida
• Numero di pagine: 560