Author: Hyde, Phillip and Lovelock, Christopher H.

Publication Year: 1979

Media Type: Book

Summary:

Abstract:

The authors base their discussion on an intensive exploratory study of Boston arts organizations. They show that much previous arts research looks at arts organizations as a whole or at a single institution. They propose a model of using an organization's size to distinguish among strategic context. They discuss the different situations for large and small organizations and end with an analysis of their different marketing needs and strategies.

CONTENTS
Fragmentation and diversity in the arts.
How should arts organizations be categorized?
An exploratory study.
Marketing implications for larger organizations.
Marketing implications for smaller organizations.
The role of marketing for larger arts organizations.
The role of marketing for smaller arts organizations.
Future considerations.
Appendix A to chapter 7: List of organizations rated.
Appendix B to chapter 7: Arts organization rating sheet.

Arts & Intersections:

Categories: Fundraising