Standing Room Only: Strategies for Marketing the Performing Arts
Автор:Philip Kotler, Joanne Scheff Год: 1997 Издание:Harvard Business School Press Страниц: 560 ISBN: 0875847374 This text applies the full spectrum of marketing principles, such as segmentation, pricing and promotion, to non-profit arts organizations. Including case studies of dance and theatre organizations from around the world, it reveals how to build innovative marketing programs.
