Standing Room Only: Strategies for Marketing the Performing Arts

Standing Room Only is the only sourcebook managers and marketers of arts organizations will ever need. Kotler and Scheff apply the full sprectrum of marketing principles-from segmentation and pricing to promotion and public relations-to nonprofit arts organizations. Using hundreds of examples from theater, music, and dance organizations all over the world. The authors present the fundamental marketing principles step by step to show arts managers how to build innovative marketing programs and strong customer bases.