Marketing For Cultural Organizations

Author : Bonita M. Kolb
Publisher : Routledge
ISBN 13 : 1136239529
Total Pages : 197 pages
Book Rating : 4.26/5 ( download)

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Download or read book Marketing for Cultural Organizations written by Bonita M. Kolb and published by Routledge. This book was released on 2013-07-18 with total page 197 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. As arts patronage has declined, and given new technological advances, arts organizations have had to adapt to a new environment and compete for an audience. This edition emphasizes visitor or audience participation, as well as the use of social media in attracting and maintaining an audience. Learning to harness social media and technology in order to encourage a dialogue with its audience is of primary importance for arts organizations. This book covers: - Cost effective methods of researching the audience using technology - Developing a consistent, branded online message - Using social media to increase audience engagement, and involve them in the creative process With an approach that is jargon-free and focused on practical application, this book is designed for both undergraduate and graduate students of arts marketing and cultural management.

Author : Bonita M. Kolb
Publisher :
ISBN 13 : 9780203102367
Total Pages : 0 pages
Book Rating : 4.63/5 ( download)

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Download or read book Marketing for Cultural Organizations written by Bonita M. Kolb and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. As arts patronage has declined, and given new technological advances, arts organizations have had to adapt to a new environment and compete for an audience. This edition emphasizes visitor or audience participation, as well as the use of social media in attracting and maintaining an audience. Learning to harness social media and technology in order to encourage a dialogue with its audience is of primary importance for arts organizations. This book covers: - Cost effective methods of researching the audience using technology - Developing a consistent, branded online message - Using social media to increase audience engagement, and involve them in the creative process With an approach that is jargon-free and focused on practical application, this book is designed for both undergraduate and graduate students of arts marketing and cultural management.

Author : Bonita M. Kolb
Publisher : Cengage Learning
ISBN 13 : 9781844802135
Total Pages : 0 pages
Book Rating : 4.32/5 ( download)

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Download or read book Marketing for Cultural Organisations written by Bonita M. Kolb and published by Cengage Learning. This book was released on 2005 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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."--Book jacket.

Author : Nancy J. Church
Publisher :
ISBN 13 :
Total Pages : 140 pages
Book Rating : 4.23/5 ( download)

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Download or read book Marketing for Nonprofit Cultural Organizations written by Nancy J. Church and published by . This book was released on 1986 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Lukasz Wroblewski
Publisher : Logos Verlag Berlin GmbH
ISBN 13 : 3832543783
Total Pages : 194 pages
Book Rating : 4.85/5 ( download)

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Download or read book Culture Management written by Lukasz Wroblewski and published by Logos Verlag Berlin GmbH. This book was released on 2017-01-30 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Dr Lukasz Wroblewski's book Culture Management: Strategy and Marketing Aspects clearly recognises that the pressures on the cultural sector in the 21st Century are greater than ever before. Based on robust academic research within a practical industry context, this book addresses all the key issues related to marketing strategy and planning for the cultural industries. It will be an invaluable tool for managers, policy-makers and all those working in the creative and cultural world, and will help them to develop sound strategies for the future." Dr Kim Lehman Tasmanian School of Business and Economics, University of Tasmania "Dr Wroblewski's book explains clearly what has changed to make the use of business models necessary, even in organizations which might have resisted in the past. Globalization has resulted in a population which understands and appreciates art and culture created in other countries. While it might be agreed that this is beneficial for society, it means that cultural arbitrators within a country no longer have the authority to dictate what is accepted as culture. Managers now understand that to gain the support of the public they must explain the benefits of consuming their cultural product." Dr Bonita M. Kolb Professor Emeritus of Lycoming College in Pennsylvania "A thoughtful and penetrating analysis of culture management addressing marketing strategies and cultural institutions. An important `must read' book for those involved in this exciting sector." Prof Adrian Payne University of UNSW Business School, University of New South Wales

Author : Bonita M. Kolb
Publisher : Routledge
ISBN 13 : 131742980X
Total Pages : 261 pages
Book Rating : 4.07/5 ( download)

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Download or read book Marketing Strategy for Creative and Cultural Industries written by Bonita M. Kolb and published by Routledge. This book was released on 2016-01-29 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: Successful marketing strategies are a vital aspect of any business. This textbook provides students and potential managers in the creative industries with a solid grounding in how to maximize the impact of their marketing efforts across a range of business types in the creative and cultural industries. With a range of learning exercises and real-life examples, this text shows how to create and execute successful marketing plans for creative businesses and is useful for marketing students and practitioners.

Author : Joanne Scheff Bernstein
Publisher : John Wiley & Sons
ISBN 13 : 0787978442
Total Pages : 325 pages
Book Rating : 4.40/5 ( download)

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Download or read book Arts Marketing Insights written by Joanne Scheff Bernstein and published by John Wiley & Sons. This book was released on 2006-11-17 with total page 325 pages. Available in PDF, EPUB and Kindle. Book excerpt: Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsive customer service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences. Arts Marketing Insights offers managers, board members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the future. In this book, Joanne Scheff Bernstein helps readers to understand performing arts audiences, conduct research, and provide excellent customer service. She demonstrates that arts organizations can benefit by expanding the meaning of "valuable customer" to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries.

Author : Bonita M. Kolb
Publisher : Routledge
ISBN 13 : 1136239537
Total Pages : 202 pages
Book Rating : 4.33/5 ( download)

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Download or read book Marketing for Cultural Organizations written by Bonita M. Kolb and published by Routledge. This book was released on 2013-07-18 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. As arts patronage has declined, and given new technological advances, arts organizations have had to adapt to a new environment and compete for an audience. This edition emphasizes visitor or audience participation, as well as the use of social media in attracting and maintaining an audience. Learning to harness social media and technology in order to encourage a dialogue with its audience is of primary importance for arts organizations. This book covers: - Cost effective methods of researching the audience using technology - Developing a consistent, branded online message - Using social media to increase audience engagement, and involve them in the creative process With an approach that is jargon-free and focused on practical application, this book is designed for both undergraduate and graduate students of arts marketing and cultural management.

Author : Michael M. Kaiser
Publisher : Brandeis University Press
ISBN 13 : 1611684781
Total Pages : 239 pages
Book Rating : 4.80/5 ( download)

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Download or read book The Cycle written by Michael M. Kaiser and published by Brandeis University Press. This book was released on 2013-08-13 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the third book of his popular trilogy on creating and sustaining arts organizations, Michael Kaiser reveals the hidden engine that powers consistent success. According to Kaiser, successful arts organizations pursue strong programmatic marketing campaigns that compel people to buy tickets, enroll in classes, and so on—in short, to participate in the organization’s programs. Additionally, they create exciting activities that draw people to the organization as a whole. This institutional marketing creates a sense of enthusiasm that attracts donors, board members, and volunteers. Kaiser calls this group of external supporters the family. When this hidden engine is humming, staff, board, and audience members, artists, and donors feel confidence in the future. Resources are reinvested in more and better art, which is marketed aggressively; as a result, the “family” continues to grow, providing even more resources. This self-reinforcing cycle underlies the activities of all healthy arts organizations, and the theory behind it can be used as a diagnostic tool to reveal—and remedy—the problems of troubled ones. This book addresses each element of the cycle in the hope that more arts organizations around the globe—from orchestras, theaters, museums, opera companies, and classical and modern dance organizations to service organizations and other not-for-profit cultural institutions—will be able to sustain remarkable creativity, pay the bills, and have fun doing so!

Author : Michael P. Mokwa
Publisher : Greenwood
ISBN 13 :
Total Pages : 318 pages
Book Rating : 4.33/5 ( download)

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Download or read book Marketing the Arts written by Michael P. Mokwa and published by Greenwood. This book was released on 1980 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: