Standing Room Only: Strategies for Marketing the Performing Arts
Год выпуска: 1997 Автор: Philip Kotler, Joanne Scheff Издательство: Harvard Business School Press Страниц: 560 ISBN: 0875847374 Описание This text applies the full spectrum of marketing principles, such as segmentation, pricing and promotion, to non-profit arts organizations. Including case studies of dance and theatre organizations from around the world, it reveals how to build innovative marketing programs.
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