Author: Murphy, Patrick E.

Publication Year: 1979

Media Type: Book

Summary:

The author discusses the ways in which marketing research can serve as a decision-making tool for policy development; he stresses that such research, however, is only a tool. He critically examines the arts context and decision-making. He analyses the arts marketing problems and the specific ways in which research can combine with the problem solving process.

Abstract:

The author discusses the ways in which marketing research can serve as a decision-making tool for policy development; he stresses that such research, however, is only a tool. He critically examines the arts context and decision-making. He analyses the arts marketing problems and the specific ways in which research can combine with the problem solving process.

CONTENTS
Marketing research procedure.
Conclusion.
Future research directions.
Appendix to chapter 12.

Arts & Intersections:

Categories: Fundraising