Author: Greyser, Stephen A.

Publication Year: 1979

Media Type: Book

Summary:

Abstract:

The author explores the context and content of the marketing research process in the arts. He sees the quantity of research as growing but notes its uneven growth and its lack of applicability to art management. And so, the author argues for marketing research to be firmly routed in the needs, patterns, and problems of arts administrators. He provides substantive examples of how such an approach works.

CONTENTS
Promise and failure.
Changing attitudes toward marketing.
Appraising and applying marketing research.
Improving the state of the art.
Observations on past marketing research in the arts.
Toward closing the gap.
References.

Arts & Intersections:

Categories: Fundraising