Bonita M. Kolb

Marketing for Cultural Organizations (eBook, PDF)

New Strategies for Attracting Audiences - third edition

• Format: PDF

Produktbeschreibung

Marketing for Cultural Organizations presents traditional marketing theory with a focus on the aspects most relevant to arts or cultural organizations. The book explains how to overcome the division between the concepts of high art and popular culture by targeting the new tech savvy cultural consumer.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 200
• Erscheinungstermin: 18. Juli 2013
• Englisch
• ISBN-13: 9781136239533
• Artikelnr.: 39191191

Autorenporträt

Bonita M. Kolb is an Associate Professor of Business Administration at Lycoming College, USA. She has published in a number of leading journals and is the author of several books on marketing and non-profit management.

Inhaltsangabe

Contents: 1. Cultural Marketing Challenges 2. From High Art to Popular
Culture 3. The New Culture Participant 4. Marketing and the External
Environment 5. Consumer Motivation and the Purchase Process 6. Consumer
Segmentation 7. Researching the Consumer 8. The Product and the Venue 9.
Pricing and Funding as Revenue Sources 10. Promotion of the Marketing
Message