Standing Room Only: Strategies for Marketing the Performing Arts

Philip Kotler · Joanne Scheff

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Marketing and Advertising Strategies Theatre and Performance Studies Arts, Culture, and Music Studies

Abstract

Defining the mission understanading the performing arts market developing the strategy delivery the message managing the organization securing the future.

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2002Applying the marketing concept to cultural organisations: an empirical study of the relationship between market orientation and performance 2000Linking Organizational Values to Relationships with External Constituents: A Study of Nonprofit Professional Theatres 2004Enhancing the application of experiential marketing in the arts 2002The Determinants of Artistic Innovation: Bringing in the Role of Organizations 2002Relationship marketing, audience retention and performing arts organisation viability 2005Managing creativityandinnovation 2000Why Do Companies Sponsor Arts Events? Some Evidence and a Proposed Classification 2001Customers of performing arts organisations: are subscribers different from nonsubscribers?

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