Marketing for Cultural Organizations : New Strategies for Attracting Audiences - third edition

ISBN-13: 9780415626972 / Angielski / Miękka / 2013 / 190 str.

Bonita Kolb

Opis

Revision of the author's Marketing cultural organisations.

Spis treści

Contents: 1. Cultural Marketing Challenges  2. From High Art to Popular Culture  3. The New Culture Participant  4. Marketing and the External Environment  5. Consumer Motivation and the Purchase Process  6. Consumer Segmentation  7. Researching the Consumer  8. The Product and the Venue  9. Pricing and Funding as Revenue Sources  10. Promotion of the Marketing Message

O autorze

Bonita M. Kolb is an Associate Professor of Business Administration at Lycoming College, USA. She has published in a number of leading journals and is the author of several books on marketing and non-profit management.