1st Edition
Marketing for Cultural Organizations New Strategies for Attracting Audiences - third edition
Contents: 1. Cultural Marketing Challenges 2. From High Art to Popular Culture 3. The New Culture Participant 4. Marketing and the External 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
Biography
Bonita M. Kolb is an Associate Professor of Business Administration at Lycoming College, USA. She has published in a number of leading journals and is the author of several books on marketing and non-profit management.
"Marketing for Cultural Organizations clearly and holistically addresses the current state of cultural organizations with invaluable insight on how to effectively market and engage with today's global, rapidly-evolving audiences. Kolb shares vivid case studies and provides practical examples, giving readers both the knowledge and tools to increase participation, communicate with diverse audiences, and build meaningful connections for their cultural organizations. A 21st century marketing tool-kit for anyone studying or currently working in the arts marketing or management field."
- Ashley M. Berger, Senior Alumni Outreach Officer, Pratt Institute
"Dr. Kolb’s book, Marketing for Cultural Organizations, is an excellent tool for any student studying cultural marketing. Her perspectives on marketing for the cultural and nonprofit landscapes are informed by her international experience, a vital asset in this field today. Dr. Kolb offers incredibly helpful strategies for cultural organizations to succeed against the odds in a post-recession, cross-cultural, and cyber-preoccupied society, in this practical and accessible edition of Marketing for Cultural Organizations."
- Jenny-Lind Angel, Arts Administrator
"A valuable guide to promotion for today’s nonprofits (of any size), Marketing for Cultural Organizations summarizes what’s core and critical to not only getting your message out there but also for it to stick. This should be recommended reading for all arts management professionals."
- AV Goodsell, Friends of the High Line
