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Marketing for Cultural Organizations
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Marketing for Cultural Organizations

Marketing for Cultural Organizations presents traditional marketing theory with a focus on the aspects most relevant to arts or cultural organizations. The book explains how to overcome the division between the concepts of high art and popular culture by targeting the new tech savvy cultural consumer.

As arts patronage has declined, and given new technological advances, arts organizations have had to adapt to a new environment and compete for an audience. This edition emphasizes visitor or audience participation, as well as the use of social media in attracting and maintaining an audience. Learning to harness social media and technology in order to encourage a dialogue with its audience is of primary importance for arts organizations. This book covers:

- Cost effective methods of researching the audience using technology
- Developing a consistent, branded online message
- Using social media to increase audience engagement, and involve them in the creative process

With an approach that is jargon-free and focused on practical application, this book is designed for both undergraduate and graduate students of arts marketing and cultural management.

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Marketing for Cultural Organizations presents traditional marketing theory with a focus on the aspects most relevant to arts or cultural organizations. The book explains how to overcome the division between the concepts of high art and popular culture by targeting the new tech savvy cultural consumer.

As arts patronage has declined, and given new technological advances, arts organizations have had to adapt to a new environment and compete for an audience. This edition emphasizes visitor or audience participation, as well as the use of social media in attracting and maintaining an audience. Learning to harness social media and technology in order to encourage a dialogue with its audience is of primary importance for arts organizations. This book covers:

- Cost effective methods of researching the audience using technology
- Developing a consistent, branded online message
- Using social media to increase audience engagement, and involve them in the creative process

With an approach that is jargon-free and focused on practical application, this book is designed for both undergraduate and graduate students of arts marketing and cultural management.

Produktdetaljer
Sprog: Engelsk
Sider: 190
ISBN-13: 9780415626972
Indbinding: Paperback
Udgave:
ISBN-10: 0415626978
Udg. Dato: 24 jun 2013
Længde: 11mm
Bredde: 229mm
Højde: 155mm
Oplagsdato: 24 jun 2013
Forfatter(e) Bonita M. Kolb, Bonita M. (Lycoming College Kolb


Kategori Non-profit organisationer


Sprog Engelsk


Indbinding Paperback


Sider 190


Udgave


Længde 11mm


Bredde 229mm


Højde 155mm

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