HOW TO MARKET THE ARTS: A Practical Approach for the 21st Century - Softcover

RHINE; PENSION

Softcover

ISBN 10: 0197556086 ISBN 13: 9780197556085

Publisher: Oxford University Press, 2022

Synopsis

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.

About this title

About the Author

Anthony S. Rhine is Clinical Associate Professor of Management at Pace University. He is the author of Theatre Management: Arts Leadership for the 21st Century and Marketing the Arts: An Introduction.

Jay Pension teaches arts administration and theatre at Florida State University. He is the co-author of Business Issues in the Arts.

Edition details

• Publisher: Oxford University Press
• Publication date: 2022
• Language: English
• ISBN 10: 0197556086
• ISBN 13: 9780197556085
• Binding: Paperback
• Number of pages: 280