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Marketing for Cultural Organizations : New Strategies for Attracting Audiences - third edition.
Marketing for Cultural Organizations presents traditional marketing theory with a focus on the aspects most relevant to arts or cultural organizations. The book explains how to overcome the division between the concepts of high art and popular culture by targeting the new tech savvy cultural consume...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor and Francis,
2013.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Marketing for Cultural Organizations; Title Page; Copyright Page; Table of Contents; Preface; 1 Cultural Marketing Challenges; 2 From High Art to Popular Culture; 3 The New Culture Participant; 4 Marketing and the Environment; 5 Consumer Motivation and the Purchase Process; 6 Consumer Segmentation; 7 Researching the Consumer; 8 The Product and the Venue; 9 Pricing and Funding as Revenue Sources; 10 Promotion of the Marketing Message; Marketing Worksheets; Index.