Marketing for cultural organizations :
By: Kolb, Bonita M.
Material type:
TextEdition: Third edition.Description: ix, 190 pages.ISBN: 9780415626958 (hardback : alk. paper); 9780415626972 (pbk. : alk. paper).Subject(s): Performing arts | MuseumsDDC classification: 658.8
Contents:
Cultural marketing challenges -- From high art to popular culture -- The new culture participant -- Marketing and the external environment -- Consumer motivation and the purchase process -- Consumer segmentation -- Researching the consumer -- The product and the venue -- Pricing and funding as revenue sources -- Promotion of the marketing message.
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Revision of the author's Marketing cultural organisations.
Cultural marketing challenges -- From high art to popular culture -- The new culture participant -- Marketing and the external environment -- Consumer motivation and the purchase process -- Consumer segmentation -- Researching the consumer -- The product and the venue -- Pricing and funding as revenue sources -- Promotion of the marketing message.
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