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Marketing for cultural organizations [electronic resource] : new strategies for attracting and engaging audiences / Bonita M. Kolb.

By: Material type: TextPublication details: New York, N.Y. : Routledge, 2013.Edition: 3rd edDescription: ix, 190 pISBN:
  • 9780203102367 (e-book : PDF)
Uniform titles:
  • Marketing cultural organisations
Subject(s): Genre/Form: Additional physical formats: No titleOnline resources: Available additional physical forms:
  • Also available in print edition.
Contents:
1. Cultural marketing challenges -- 2. From high art to popular culture -- 3. The new culture participant -- 4. Marketing and the environment -- 5. Consumer motivation and the purchase process -- 6. Consumer segmentation -- 7. Researching the consumer -- 8. The product and the venue -- 9. Pricing and funding as revenue sources -- 10. Promotion of the marketing message.
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Revision of the author's Marketing cultural organisations.

Includes bibliographical references and index.

1. Cultural marketing challenges -- 2. From high art to popular culture -- 3. The new culture participant -- 4. Marketing and the environment -- 5. Consumer motivation and the purchase process -- 6. Consumer segmentation -- 7. Researching the consumer -- 8. The product and the venue -- 9. Pricing and funding as revenue sources -- 10. Promotion of the marketing message.

Also available in print edition.

Mode of access: World Wide Web.

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