2006-05-30

Relationship Marketing in the Subsidised Arts

Marketing of arts is to try to motivate people attending activities. However, many arts organizations or artists just put their attentions on Audiences Purchasing Behavior. But if they do not build up their long-term relationship with audiences, how do they access the existing group?
Furthermore, relationship is not only between buyers and seller, but also with the partners of supplier, lateral, buyer and even internal.

http://neumann.hec.ca/aimac2005/PDF_Text/ConwayT_WhitelockJ.pdf
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