Enhanced descriptions from Syndetics:

Reviews various key marketing functions - from segmentation to pricing to public relations - in the context of arts management, illustrated through numerous examples. This book argues that by embracing various marketing principles and launching marketing strategies, music, theater, and dance organizations can fulfill their artistic missions.

Reviews provided by Syndetics

Booklist Review

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