Bonita M Kolb

Marketing for Cultural Organizations

New Strategies for Attracting Audiences - third edition

• Gebundenes Buch

Produktbeschreibung

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 consumer.

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Produktdetails

• Verlag: Taylor & Francis
• Revised edition
• Seitenzahl: 200
• Erscheinungstermin: 25. Juni 2013
• Englisch
• Abmessung: 236mm x 157mm x 18mm
• Gewicht: 440g
• ISBN-13: 9780415626958
• ISBN-10: 0415626951
• Artikelnr.: 36933492

Autorenporträt

Bonita M. Kolb is an Associate Professor of Business Administration at Lycoming College, USA. She has published in a number of leading journals and is the author of several books on marketing and non-profit management.

Inhaltsangabe

Contents: 1. Cultural Marketing Challenges 2. From High Art to Popular
Culture 3. The New Culture Participant 4. Marketing and the External
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