Marketing for Cultural Organizations New Strategies for Attracting Audiences - Third Edition

ISBN-10: 0415626978
ISBN-13: 9780415626972
Edition: 2013
Authors: Bonita M. Kolb
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Description: Marketing for Cultural Organizationspresents traditional marketing theory with a focus on the aspects most relevant to arts or cultural organizations. The book explains how to overcome the division between the concepts of high art and popular  More...

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Book details

Copyright year: 2013
Publisher: Routledge
Publication date: 6/24/2013
Binding: Paperback
Pages: 200
Size: 6.00" wide x 8.75" long x 0.50" tall
Weight: 0.638

Marketing for Cultural Organizationspresents traditional marketing theory with a focus on the aspects most relevant to arts or cultural organizations. The book explains how to overcome the division between the concepts of high art and popular culture by targeting the new tech savvy cultural consumer. As arts patronage has declined, and given new technological advances, arts organizations have had to adapt to a new environment and compete for an audience. This edition emphasizes visitor or audience participation, as well as the use of social media in attracting and maintaining an audience. Learning to harness social media and technology in order to encourage a dialogue with its audience is of primary importance for arts organizations. This book covers:Cost effective methods of researching the audience using technologyDeveloping a consistent, branded online messageUsing social media to increase audience engagement, and involve them in the creative processWith an approach that is jargon-free and focused on practical application, this book is designed for both undergraduate and graduate students of arts marketing and cultural management.

Dr Brent Davies is Professor of International Leadership Development at the University of Hull . He is also a Professorial Fellow at the University of Melbourne, Visiting Professor at the Institute of Education (University of London), Special Professor at the University of Nottingham and a Faculty Member of the Centre on Educational Governance at the University of Southern California. He is an Associate Director of the Specialist Schools and Academies Trust. nbsp;Brent spent the first ten years of his career working as a teacher in South London. He then moved into higher education and now works exclusively on leadership and management development programmes for senior and middle managers in schools. He was Director of the International MBA in School Leadership at Leeds Metropolitan University. He then took up a post at the University of Lincolnshire and Humberside to establish the first Chair in Educational Leadership and create the International Educational Leadership Centre in Lincoln. He moved to the University of Hull in 2000 to establish the International Leadership Centre. In 2004 he transferred within the University to become a research professor in leadership development at the Hull University Business School.Dr. Bonita Kolb received her BA from Alaska Pacific University in Anchorage, Alaska. She then moved to San Francisco, California where she received her master's and PhD from Golden Gate University. Dr. Kolb was not always in academia. In the past she ran a business in Alaska, designed educational programs for refugees in California and was a financial analyst at Bank of America world headquarters. After receiving her PhD, she started her teaching career with Northern Arizona University at their campus in Yuma. After a year, she joined Antioch University's McGregor Graduate Center teaching finance in the MBA program. Dr. Kolb then accepted a position at the University of Westminster in London where she managed the MA in International Finance program run jointly with CERAM in Sophia-Antipolis, France. Returning to the States she managed the MBA program at Long Island University in Brooklyn. She moved to Lycoming College because she wanted to work more closely with undergraduate students. Dr. Kolb has written several books that focus on marketing and nonprofits. Her latest book is Marketing Research for Non-profit, Creative and Community Organizations. She has also published articles in the International Journal of Arts Management, the Journal of Cultural Economics, and the Journal of Nonprofit and Voluntary Sector Marketing. Dr. Kolb continues to teach in Europe and in fall 2008 received a Fulbright Specialist Grant to travel to Tallinn, Estonia to teach post-graduate students from the Estonian Academy of Music and Theatre and the Sibelius Academy in Helsinki, Finland. Insider Info: Dr. Kolb always has at least ten projects going on simultaneously. In her spare time she restores houses and serves on community boards.

Preface
Cultural Marketing Challenges
From High Art to Popular Culture
The New Culture Participant
Marketing and the Environment
Consumer Motivation and the Purchase Process
Consumer Segmentation
Researching the Consumer
The Product and the Venue
Pricing and Funding as Revenue Sources
Promotion of the Marketing Message
Marketing Worksheets
Index

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