Author: Mokwa, Michael P.; Dawson, William M.; and Prieve, E. Arthur

Publication Year: 1979

Media Type: Book

Summary:

This book grew out of presentations and workshops at the 1978 seminar of the Association of College, University and Community Arts Administrators and the Center for Arts Administration of the University of Wisconsin at Madison. The papers provide a foundation for a systematic and comprehensive approach to arts marketing in the nonprofit sector. Published in cooperation with the Association of College, University and Community Arts Administrators, with the cooperation of the Center for Arts Administration of the University of Wisconsin-Madison.

Abstract:

This book grew out of presentations and workshops at the 1978 seminar of the Association of College, University and Community Arts Administrators and the Center for Arts Administration of the University of Wisconsin at Madison. The papers provide a foundation for a systematic and comprehensive approach to arts marketing in the nonprofit sector. Published in cooperation with the Association of College, University and Community Arts Administrators, with the cooperation of the Center for Arts Administration of the University of Wisconsin-Madison.

Organized into four parts each with an introduction by the editors:

1. Managing the arts market.
2. Strategic arts marketing: planning and product policies.
3. Marketing research and arts market analysis.
4. Elaborating and controlling the arts marketing program.

Foreword by Philip Kotler. Bibliography in the form of references to each chapter.

Arts & Intersections:

Categories: Fundraising