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Product Description
Standing Room Only: Strategies for Marketing the Performing Arts (9780875847375): Philip Kotler, Joanne Scheff Bernstein: Books. Kotler, the marketing guru who teaches at Northwestern University and is author of definitive texts on marketing management and international marketing, has also written groundbreaking work on the subject of marketing for nonprofit organizations. With coauthor Scheff, an arts management lecturer at Northwestern's Kellogg Graduate School of Management, he now turns his expertise to the performing arts. Given shrinking government support and increased competition among performing arts organizations (and other entertainment media) for audiences, it seems that only those groups that effectively market themselves may survive. Kotler and Scheff stress the need for organizations to define their mission and think strategically. They apply basic marketing concepts like product, pricing, and positioning to the arts but they also consider the unique aspects of audiences and the performing arts market. While some artists and performers may see a conflict between artistic mission and an emphasis on the bottom line, the new reality is that the arts are also a business. Highly recommended. David Rouse
Shipping Weight: 2 pounds
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