Marketing for Cultural Organisations: New Strategies for Attracting Audiences to Classical Music, Dance, Museums, Theatre & Opera
Cengage Learning EMEA, 2005 - 233 pages
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. The new edition includes a useful chapter focusing on promotion. Each chapter now includes worksheets, which take the reader through the marketing planning process and are an invaluable aid for evaluating the organisations marketing environment and in establishing its strategy for attracting audiences.
What people are saying - Write a review
We haven't found any reviews in the usual places.
New Marketing Challenges
From High Art to Popular Culture
The New Culture Consumer
Marketings Function in the Organisation
Consumer Motivation Choice
Other editions - View all
activities advertising art form artist Arts Marketing arts organisations attendance attract audience members Baby Busters Ballet believe benefits brand Canadian Opera Company classical music companies competition Competitor Analysis competitors concert considered corporate cost create creative cultural event cultural product cultural tourists culture consumers culture enthusiasts customers demographic desires develop enjoy entertainment ethnic example experience focus group focused for-profit funding high art high culture important increase individuals Installation Art interest involved knowledge market segment marketing department marketing message marketing strategy marketplace means mission motivate museum non-profit offer opera opportunity Orchestra package participate popular culture programmes promotional message purchase questions result revenue sales incentives sell small cultural organisations social class social entrepreneurs socialisation Source specific sponsorship survey Symphony theatre ticket traditional understand values venue Worksheet York City Ballet York City Opera young