How to Market the Arts
A Practical Approach for the 21st Century
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Product details:
- Publisher OUP USA
- Date of Publication 12 December 2022
- ISBN 9780197556085
- Binding Paperback
- No. of pages288 pages
- Size 237x157x16 mm
- Weight 490 g
- Language English
- Illustrations 7, B/W 270
Categories
Short description:
In How to Market the Arts: A Practical Approach for the 21st Century, expert authors Anthony Rhine and Jay Pension provide a new and practical paradigm to explain how nonprofit arts marketing can and should work.
MoreLong description:
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.
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.
Table of Contents:
Preface
Introduction
Part 1: Marketing Versus Engagement
Chapter 1: Setting the Stage: A Shift from Traditional Marketing
Chapter 2: Engagement
Part 2: Education
Chapter 3:Contrasting Frameworks: Promotion and Education
Chapter 4: Promotion and the Arts
Chapter 5: Education and the Arts
Part 3: Experience
Chapter 6: Contrasting Frameworks: Product and Experience
Chapter 7: Product and the Arts
Chapter 8: Experience and the Arts
Part 4: Environment
Chapter 9: Contrasting Frameworks: Place and Environment
Chapter 10: Place and the Arts
Chapter 11: Environment and the Arts
Part 5: Ease of Access
Chapter 12: Contrasting Frameworks: Price and Ease of Access
Chapter 13: Price and the Arts
Chapter 14: Ease of Access and the Arts
Conclusion: Piecing Everything Together
