Marketing the Arts

An Introduction

Anthony Rhine (Autor)

Buch | Softcover

274 Seiten

2020
Rowman & Littlefield (Verlag)
978-1-5381-2895-4 (ISBN)

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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 research
marketing strategy
value creation
branding
customer acquisition
market distribution
pricing strategy
sustaining customers and value

Features include:

Discussion questions and classroom activities
Case studies of real life situations
Commentary by current professional practitioners
Companion website

Anthony S. Rhine is professor 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).

Preface
Introduction
A Note about the Cases

Chapter 1: Marketing the Arts
Case Note 1: Danny’s Supper Club

Chapter 2: Market Strategy
Case Note 2: Cambridge Little Theatre

Chapter 3: Value Creation: The Artistic Product
Case Note 3: Gryphon Senft

Chapter 4: Brands and Branding
Case Note 4: Santa Clarita Civic Light Opera

Chapter 5: Audience Acquisition
Case Note 5: Acton Chamber Ensemble

Chapter 6: Distributing Creativity
Case Note 6: ArtsEverywhere

Chapter 7: Pricing Strategies for the Arts
Case Note 7: ShinyChic

Chapter 8: Audience Development to Sustain Customers
Case Note 8: Lila Thorpe Dance Company

Erscheinungsdatum	10.05.2021
Verlagsort	Lanham, MD
Sprache	englisch
Maße	156 x 232 mm
Gewicht	413 g
Themenwelt	Kunst / Musik / Theater
	Sozialwissenschaften ► Kommunikation / Medien ► Journalistik
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-5381-2895-0 / 1538128950
ISBN-13	978-1-5381-2895-4 / 9781538128954
Zustand	Neuware