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.
Table of Contents
PrefaceIntroductionPart 1: Marketing Versus EngagementChapter 1: Setting the Stage: A Shift from Traditional MarketingChapter 2: EngagementPart 2: EducationChapter 3:Contrasting Frameworks: Promotion and EducationChapter 4: Promotion and the ArtsChapter 5: Education and the ArtsPart 3: ExperienceChapter 6: Contrasting Frameworks: Product and ExperienceChapter 7: Product and the ArtsChapter 8: Experience and the ArtsPart 4: EnvironmentChapter 9: Contrasting Frameworks: Place and EnvironmentChapter 10: Place and the ArtsChapter 11: Environment and the ArtsPart 5: Ease of AccessChapter 12: Contrasting Frameworks: Price and Ease of AccessChapter 13: Price and the ArtsChapter 14: Ease of Access and the ArtsConclusion: Piecing Everything Together
