Philip Kotler, Joanne Scheff

Standing Room only: Strategies for Marketing the Performing Arts

Publisher: Harvard Business School Press
ISBN: 0875847374
Number of pages: 576
Publishing Date: 1997-01-01
Branch: performing arts
Category: book (hardcover)
 
The first book that applies the full range of forprofit marketing principles to the not-for-profit, institutionally based performing arts. Outlines a clear process for defining an organization's mission, as well as for selecting, analyzing, and implementing relevant marketing initiatives.



Philip Kotler is Professor of International Marketing at Northwestern University (Kellogg School of Management, Evanston, Illinois)

Hardcover: 560 pages

Publisher: Harvard Business School Press (January 1997)

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