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Marketing culture and the arts

Author: François Colbert; Ecole des hautes études commerciales (Montréal, Québec). Chaire de gestion des arts Carmelle et Rémi Marcoux.; et al
Publisher: Montréal : HEC Montréal, Carmelle and Rémi Marcoux Chair in Arts Management, ©2007.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Summary:
This book is written for managers of cultural enterprises of all types, whether large or small, non-profit or commercial, local or international, part of the cultural industry or a creative venture. In addition to presenting basic marketing concepts, it discusses how these have traditionally been applied and, most importantly, how they apply to the specific context of culture and the arts. For cultural managers
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Document Type: Book
All Authors / Contributors: François Colbert; Ecole des hautes études commerciales (Montréal, Québec). Chaire de gestion des arts Carmelle et Rémi Marcoux.; et al
ISBN: 9782980860218 2980860212
OCLC Number: 76800512
Notes: Translation of: Le marketing des arts et de la culture.
Description: xx, 311 p. : ill. ; 23 cm.
Contents: 1. Cultural Enterprises and Marketing --
2. The Product --
3. The Market --
4. Consumer Behaviours / Jacques Nantel --
5. The Private Sector Market / J. Dennis Rich --
6. Segmentation and Positioning / Jacques Nantel --
6. The Price Variable --
7. The Distribution Variable --
8. The Promotion Variable --
9. Marketing Information Systems --
10. Planning and Controlling the Marketing Process.
Responsibility: François Colbert ; with the collaboration of Suzanne Bilodeau ... [et al.] ; and with the participation of Philippe Ravanas and Yannik St-James ; foreword by Dan J. Martin.

Abstract:

This book is written for managers of cultural enterprises of all types, whether large or small, non-profit or commercial, local or international, part of the cultural industry or a creative venture. In addition to presenting basic marketing concepts, it discusses how these have traditionally been applied and, most importantly, how they apply to the specific context of culture and the arts. For cultural managers interested in marketing, this book offers an analytical framework and a series of reflections that will help them assess their current practices while providing a frame of reference for selecting future courses of action.

Marketing Culture and the Arts is a useful tool for anyone seeking to understand how marketing works within the cultural context and to familiarize themselves with the unique challenges posed by artistic products in the choice of marketing strategies. This book is a valuable resource not only for managers in the cultural milieu, but also for public administrators, private-sector managers in charge of corporate sponsorship, marketing students, and service providers."--pub. desc.

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