Author: Searles, P. David

Publication Year: 1979

Media Type: Book

Summary:

Abstract:

The author attempts to balance the needs of a marketing approach and the goals and structures of arts organizations. He shows ways in which marketing strategies can benefit, but stresses that the main business of an arts organization is art. Marketing, then, must play a supportive role and not become a goal equivalent to that of art.

CONTENTS
Appropriate principles.
Questionable principles.
Conclusion.

Arts & Intersections:

Categories: Fundraising