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| Titel |
Entrepreneurship and leadership in marketing the arts |
| Auteur |
F. Colbert |
| Tijdschrifttitel |
In: International journal of arts management. 6(2003)1(Fall.30-39) |
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| Trefwoorden |
marketing, publiek, managementtheorie, culturele organisaties, tijdschriftartikelen (vorm) |
Samenvatting
The marketing process in the arts starts with the creative work; the manager cannot modify this core product. Thus the marketing process in the arts is conceptually different from that in other fields. Because the cultural sector features a very fragmented and competitive market, the potential client is faced with an overwelming number and diversity of choices. Firms in the art sector will have to increase their knowledge of the who and why of consumer behaviour. |
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