Author: Dawson, William M.

Publication Year: 1979

Media Type: Book

Summary:

This book describes the turbulence of the arts environment, noting the persistent theme of the need for greater financial stability outlines the challenge of adopting marketing as a concrete approach addressing fundamental problems faced by arts administrators argues that developing the core arts audience is a responsible, necessary strategy to increase support and earned income; and advocates the use of marketing planning built upon a realistic definition of the arts product. (Introduction to Part 1, p. 3-4)

Abstract:

This book describes the turbulence of the arts environment, noting the persistent theme of the need for greater financial stability; outlines the challenge of adopting marketing as a concrete approach addressing fundamental problems faced by arts administrators; argues that developing the core arts audience is a responsible, necessary strategy to increase support and earned income; and advocates the use of marketing planning built upon a realistic definition of the arts product. (Introduction to Part 1, p. 3-4)

CONTENTS
Money, need, and paradox.
Marketing as an answer.

Arts & Intersections:

Categories: Fundraising