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How to Market the Arts

How to Market the Arts

A Practical Approach for the 21st Century

Jay Pension, Anthony S. Rhine

Oxford University Press
Publication date : 2022-09-30

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Conventional business marketing often suggests that the primary function of business is to market a product in order to maximize efficiency and profit. In How to Market the Arts: A Practical Approach for the 21st Century, expert authors Anthony Rhine and Jay Pension propose a new paradigm to better explain how nonprofit arts marketing can and should work. How to Market the Arts provides a history of both nonprofit arts and critical marketing concepts to show how standard methods of marketing are ill-suited for the nonprofit arts industry. Through visual models and case studies of several arts organizations, the book offers instead a practical look at how this industry might adopt more holistic marketing strategies that better reflect their true function which is often to serve communities over persuading consumers. Rhine and Pension offer a theoretical framework for reconsidering the nature of nonprofit arts marking, as well as useful steps an organization might take to increase its value to a community and develop a broader audience base.

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About the book

Author

Jay Pension , Anthony S. Rhine

Imprint

Oxford University Press

Collection

n.c

Publication date

2022-09-30

Pages

n.c

Print ISBN

9780197556085

Language

English

Ebook informations

EAN PDF

9780197556092

Price

£16.24

Copy count 0

Print count 0

File size 10885 Ko

Informations accessibility

EAN EPUB

9780197556108

Price

£16.24

Copy count 0

Print count 0

File size 1188 Ko

Informations accessibility

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About author(s)

Jay Pension

Anthony S. Rhine

Anthony S. Rhine is Clinical Associate Professor of Management at Pace University. He is the author of Theatre Management: Arts Leadership for the 21st Century and Marketing the Arts: An Introduction. Jay Pension teaches arts administration and theatre at Florida State University. He is the co-author of Business Issues in the Arts.

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