Author: Mokwa, Michael P.

Publication Year: 1979

Media Type: Book

Summary:

Abstract:

The author argues for the need of marketing tools in the arts. He examines elements of such a controlled approach and discusses their utility. In conclusion, the author raises the issue that the goal structure of arts organizations are tied to the sociocultural [socio-cultural] role of the arts. Until that role is better defined, he argues, arts organizations will struggle in judging their effectiveness.

CONTENTS
Benefits of explicit marketing control and evaluation.
Problematic issues.
Strategy and methodology of control and evaluation.
Prescription for strategic evaluation and control.
Conclusion.
Appendix to chapter 17.
References.

Arts & Intersections:

Categories: Fundraising