Creative Arts Marketing

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Routledge, 2003 - Art - 360 pages
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As a comprehensive overview of all aspects of marketing in the sector, Creative Arts Marketing remains unrivalled, and in addition this edition gives new coverage of-

* Current knowledge and best practice about marketing and advertising through new media
* The impact of Relationship Marketing techniques
* A wholly revised and enhanced set of cases
* Entirely revised and updated data on the arts 'industry'

Creative Arts Marketing reflects the diversity of the arts world in its wide ranging analysis of how different marketing techniques have worked for a diverse range of arts organizations. As such it is an invaluable text for both students and arts managers

* A revised and completely updated new edition of a highly successful specialist marketing title.
* Practical integration of theory and marketing best practice for the arts sector.
* Packed with new and updated examples, cases and vignettes.
  

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Contents

1 The evolution and context of arts marketing
1
2 Audiences
36
3 Market research
67
4 Product
114
5 Generating income
156
6 Promotion
190
7 Making the arts available
242
8 Marketing planning
271
9 Managing the marketing function
305
Further Reading
347
Author index
351
Index
355
Marketing titles from ButterworthHeinemann
361
Copyright

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About the author (2003)

Elizabeth Cygan and her family have always had cats, including barn cats, rescue cats, thoroughbred cats, cats that adopted them and cats of unknown parentage. The felines did their job to catch pests, while the Cygans fed, housed and tended to their needs. It was a fair exchange. But Ben and Bel, were devious, demanding and able through unsubtle means to get their own way. So life was the complete opposite from their other cat experiences. Elizabeth has graduate degrees in psychology, education, and history. Her undergraduate work was in history, English and education. She was a special needs teacher, psychologist and counselor in the education field. She writes a column for a newspaper and has been published in various educational magazines. The National Education Association wrote up her ESL program. She has written on teaching people with distraction difficulties for ESL Magazine. She has travelled around the United States, Canada and Europe by train. She is married, has two sons, two grandchildren and Ben and Bel. He hobbies include reading, writing, music and attending plays.

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