Standing Room Only: Strategies for Marketing the Performing Arts

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Harvard Business Press, Jan 1, 1997 - Business & Economics - 560 pages
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A complete and up-to-date sourcebook of marketing strategies and techniques for music, dance, opera, and theater organizations, Standing Room Only is an indispensable tool for performing arts managers, marketers, board members, fund-raisers, educators, donors, corporate sponsors, and consultants. Written by one of the world's leading marketing authorities and a well-known educator and consultant to the arts management community, the book will significantly help performing arts organizations define their goals and improve their practices and impact - while ensuring that they remain true to their artistic and public missions. From cultivating an organizationwide marketing mind-set, doing market research, and understanding your target market to delivering an effective message, designing attractive offerings, managing volunteers, and sustaining viability through fund-raising, the book covers everything you need to know to put a strategic marketing program in place and run it for the future. Standing Room Only offers dozens of examples of innovative and effective marketing strategies from performing arts organizations all over the world - strategies that will ensure that the performing arts will prosper in today's rapidly changing social, economic, and demographic climate.

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The Marketing MindSet
Selecting Target Markets
Determining Market Size
Identifying the Competition
Defining and Positioning
Pricing the Performances
Managing Location Capacity
Employing Direct Marketing
Improving Image and Visibility
Designing and Managing
Marketing Plans Budgets
Attracting Funds and Other
Audiences for NowAudiences
Name Index
Subject Index

Building Audience Frequency
Formulating the Communication
Developing Effective Advertising
About the Authors

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About the author (1997)

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants.

He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: "Marketing Management", now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: "Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism;" and "The Marketing of Nations."

Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies--including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola--in the areas of marketing strategy and planning, marketing organization, and international marketing.

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