Publication Type

Book Chapter

Version

publishedVersion

Publication Date

12-2022

Abstract

Although there are hundreds of resources on traditional and commercial marketing, the materials available specifically for arts marketing are scarce, posing additional challenges for Gillian. Furthermore, while some focus on arts management, few of them address marketing from the perspective of a small-to-medium (often financially struggling) arts organization. An organization like Gillian’s often has limited resources, both financial and human, and can only approach marketing informally. However, it experiences the same pressures to perform well as larger arts institutions. Often, survival depends on how well it implements the marketing strategies that marketing staff create on their own. This chapter is addressed, in particular, to arts managers like Gillian. It proposes a systematic approach to marketing in the arts sector supported by easy-to-implement tools and methodologies that can apply to a variety of arts organizations: theater, dance, visual arts, music, and community organizations.

Keywords

Arts and Cultural Marketing, Arts Marketing, Cultural Management, Arts Management, Management of Not-for-Profit Organisations

Discipline

Arts Management | Marketing | Nonprofit Administration and Management | Theatre and Performance Studies

Research Areas

Humanities

Publication

Managing the arts and culture: Cultivating a practice

Editor

Constance DeVereaux

First Page

99

Last Page

124

ISBN

9780367622619

Identifier

10.4324/9781003108641-5

Publisher

Routledge

City or Country

Abingdon

Copyright Owner and License

Publisher

Additional URL

https://doi.org/10.4324/9781003108641-5

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