The performing arts institutions in Nigeria - profit and non-profit alike - cannot be said to have been economically viable, having been inundated by a myriad of socio-economic and professional challenges. However, the Musical Society of Nigeria (MUSON), a non-profit performing arts institution founded in 1983 has survived and thrived remarkably. This book explored a comprehensive investigation of the management and marketing communications strategies of the MUSON, that has enabled the society remain an economically viable performing arts institution, with a view to proffering the identified...