Marketing for cultural organizations : new strategies for attracting and engaging audiences /
Kolb, Bonita M.
Revision of the author's Marketing cultural organisations.
Includes bibliographical references and index.
Cultural marketing challenges -- From high art to popular culture -- The new culture participant -- Marketing and the external environment -- Consumer motivation and the purchase process -- Consumer segmentation -- Researching the consumer -- The product and the venue -- Pricing and funding as revenue sources -- Promotion of the marketing message.
Performing arts
Museums
Marketing.
Kulturverein.