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9780750622370

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'This publication is an essential textbook for both arts practitioners and students intending to pursue a career in arts management. The authors have successfully proceeded a publication which is a practical guide to the principles of marketing and promoting the arts at a time when attracting new audiences and retaining the interest of existing ones has never been more essential. The text is written in an uncomplicated clear style and will be of value to arts managers working in the public, private and voluntary sectors.' 'This book is not only a practical guide but also looks at the biiger picture - political, sociological and economic factors - enabling readers to consider the function of marketing from a strategic standpoint.'

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