Marketing for Cultural Organisations

Cultural organisations have long been protected from the harsh realities of the marketplace by relying on wealthy patrons or public subsidies. But as these sources of finance become more scarce they now find that they have to compete for an audience. Some have adjusted to this new reality, but many have not. The second edition of Bonita Kolb's book describes the new competitive environment in which cultural organisations now operate and how the more innovative ones are re-thinking their marketing strategies.