Description
Conventional business marketing often suggests that the primary function of business is to market a product in order to maximize efficiency and profit. In How to Market the Arts: A Practical Approach for the 21st Century, expert authors Anthony Rhine and Jay Pension propose a new paradigm to better explain how nonprofit arts marketing can and should work. How to Market the Arts provides a history of both nonprofit arts and critical marketing concepts to show how standard methods of marketing are ill-suited for the nonprofit arts industry. Through visual models and case studies of several arts organizations, the book offers instead a practical look at how this industry might adopt more holistic marketing strategies that better reflect their true function which is often to serve communities over persuading consumers. Rhine and Pension offer a theoretical framework for reconsidering the nature of nonprofit arts marking, as well as useful steps an organization might take to increase its value to a community and develop a broader audience base.
About the Author
Anthony S. Rhine is Clinical Associate Professor of Management at Pace University. He is the author of Theatre Management: Arts Leadership for the 21st Century and Marketing the Arts: An Introduction. Jay Pension teaches arts administration and theatre at Florida State University. He is the co-author of Business Issues in the Arts.
Reviews
This is a much-needed resource and exploration of what it takes to promote the nonprofit arts sector at this time of change and transformation. Rhine and Pension have created a new approach, not only to how we sell our work, but how we can view the process of making and selling more holistically, as two halves of the same necessary whole. * Melia Bensussen, Artistic Director, Hartford Stage & Professor, Emerson College *
This book proposes a compelling new approach that transforms conventional marketing paradigms into a more flexible and appropriate framework for nonprofit arts organizations. By redefining notions of marketing and "engagement," the authors help us see that the art we create and present is not an end in itself, but rather a powerful vehicle to serve our community and transform the world. Artists and arts administrators alike should take notice. * Jeffrey Nytch, author of The Entrepreneurial Muse: Inspiring Your Career in Classical Music *
Through a practical lens, Rhine and Pension provide the reader with a clear understanding on marketing and engagement. The text covers a complete range of topics fundamental to the four Ps of marketing to the four Es of engagement. This invaluable resource is not only effective for performing arts administrators, but also business and management students, liberal arts students, and anyone enrolled in a leadership program. Their theoretical approach emphasizes a review of nonprofit arts, as well as useful steps an organization might take to increase its visibility and appeal. * James A. Filippelli, Associate Professor of Fine and Performing Arts, Dominican University, located in Rockland County, New York *
Education, experience, engagement, environment, and ease of access complete the model for success. This book clearly develops a new approach to marketing the arts and, as a result, will prove beneficial for all. * James Filipelli, Dominican University New York *
Book Information
ISBN 9780197556085
Author Anthony S. Rhine
Format Paperback
Page Count 288
Imprint Oxford University Press Inc
Publisher Oxford University Press Inc
Weight(grams) 490g
Dimensions(mm) 157mm * 237mm * 17mm
About the Author
Anthony S. Rhine is Clinical Associate Professor of Management at Pace University. He is the author of Theatre Management: Arts Leadership for the 21st Century and Marketing the Arts: An Introduction. Jay Pension teaches arts administration and theatre at Florida State University. He is the co-author of Business Issues in the Arts.
Reviews
This is a much-needed resource and exploration of what it takes to promote the nonprofit arts sector at this time of change and transformation. Rhine and Pension have created a new approach, not only to how we sell our work, but how we can view the process of making and selling more holistically, as two halves of the same necessary whole. * Melia Bensussen, Artistic Director, Hartford Stage & Professor, Emerson College *
This book proposes a compelling new approach that transforms conventional marketing paradigms into a more flexible and appropriate framework for nonprofit arts organizations. By redefining notions of marketing and "engagement," the authors help us see that the art we create and present is not an end in itself, but rather a powerful vehicle to serve our community and transform the world. Artists and arts administrators alike should take notice. * Jeffrey Nytch, author of The Entrepreneurial Muse: Inspiring Your Career in Classical Music *
Through a practical lens, Rhine and Pension provide the reader with a clear understanding on marketing and engagement. The text covers a complete range of topics fundamental to the four Ps of marketing to the four Es of engagement. This invaluable resource is not only effective for performing arts administrators, but also business and management students, liberal arts students, and anyone enrolled in a leadership program. Their theoretical approach emphasizes a review of nonprofit arts, as well as useful steps an organization might take to increase its visibility and appeal. * James A. Filippelli, Associate Professor of Fine and Performing Arts, Dominican University, located in Rockland County, New York *
Education, experience, engagement, environment, and ease of access complete the model for success. This book clearly develops a new approach to marketing the arts and, as a result, will prove beneficial for all. * James Filipelli, Dominican University New York *
Book Information
ISBN 9780197556085
Author Anthony S. Rhine
Format Paperback
Page Count 288
Imprint Oxford University Press Inc
Publisher Oxford University Press Inc
Weight(grams) 490g
Dimensions(mm) 157mm * 237mm * 17mm
