Standing Room Only by Philip Kotler
Strategies for Marketing the Performing Arts

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The authors apply the full spectrum of marketing principles to an industry that has long resisted them - the performing arts. Drawing on a wide variety of primary and secondary sources, the authors review all of the key marketing functions - from segmentation to pricing to public relations - in the context of arts management, illustrated through numerous examples. They argue that by embracing fundamental marketing principles and launching innovative marketing strategies, music, theater, and dance organizations can fulfill their artistic missions, while building strong customer bases.

About Philip Kotler

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Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern University in Chicago.
Published January 1, 1997 by Harvard Business Review Press. 576 pages
Genres: Humor & Entertainment, Arts & Photography. Non-fiction

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