2003-07-30
The Marketing Process
Author Stephen Belth opens his essay by reminding readers that the growth of the arts in the Unites States since the 1960s has been, in his words, staggering. As this decade ends, the numbers of symphony orchestra concertgoers are numbered in the tens of millions. He then posits that organizational stability for orchestras requires steady audience growth, and proceeds to explore ways in which to accomplish that growth.
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