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| Titel |
Innovative arts marketing |
| Auteur |
R. Rentschler |
| Plaats van uitgave |
St Leonards |
| Uitgever |
Allen & Unwin |
| Jaar van uitgave |
1999
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| Reeks |
Arts management/Marketing |
| ISBN |
1-86448-993-6
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| Annotatie |
XII, 260 p. : afb., fig., tab. ; 22 cm. - Met lit. opg. - Met reg.
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| Trefwoorden |
marketingtheorie, musea, culturele organisaties, festivals, orkesten |
Samenvatting
Introduction to the basic principles of innovative marketing and how they apply to the arts and arts management meant for arts administration professionals and students in the cultural field. Fourteen case studies examine a range of small and large performing, visual, literary, community and multimedia arts organisations in Australia and show how that the organisations have made a shift from a product to a market focus by using innovative arts marketing practices. |
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