Marketing cultural organisations : new strategies for attracting audiences to classical music, dance, museums, theatre and opera / Bonita M. Kolb

By:

Kolb, Bonita M

Publication details: Dublin : Oak Tree Press, cop. 2000Description: xi, 225 pISBN:

1860761410

Summary: Cultural organisations have long been protected from the harsh realities of the marketplace by relying on wealthy patrons or public subsidies. But as these sources of finance become more scarce they now find that they have to compete for an audience. Some have adjusted to this new reality, but many have not. This book describes the new competitive environment in which cultural organisations now operate and how the more innovative ones are re-thinking their marketing strategies. These organizations realise that they are dealing with a new type of cultural consumer -one who is willing to cross the boundary between popular culture and high art but who wants a cultural experience that also entertains. With dozens of examples from the UK, US and elsewhere, this book will be essential reading for those who work in cultural organisations as they struggle to fit into the new marketing environment. It focuses on those aspects of marketing most related to the challenges currently facing cultural organisations, including determining their market segment and the positioning of their cultural product in a crowded marketplace. It will also be ideal for students of arts management or those who hope to work in the cultural industries. (Font: Editor)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Centre d' Informació i Documentació del CERC Sala	General	S 03184	1	Available (Disponible)		1900064370

Preface -- 1. The New World of Cultural Organisations -- 2. From High Art to Popular Culture -- 3. The New Culture Consumer -- 4. The Cultural Marketing Environment -- 5. Funding the Cultural Organisation -- 6. Consumer Motivation and Choice -- 7. The Cultural Product -- 8. Audience Research and Development -- 9. Market Segmentation -- 10. Special Issues: Tourism and Technology -- Index

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