Overview

With limited budgets and resources, arts ventures are struggling to employ modern marketing methods to promote their events. Marketing the Arts introduces students, young professionals, and even seasoned veterans to new and refined marketing approaches—by drawing on marketing theory as it is used by huge multi-nationals, exploring such theories in the context of creative ventures generally, and the fine and performing arts specifically. The book is designed for classroom use, but also appeals to practitioners looking to strengthen their understanding of marketing, as well as for individuals interested in selling their creations. The book addresses: market research marketing strategy value creation branding customer acquisition market distribution pricing strategy sustaining customers and value Features include: Discussion questions and classroom activities Case studies of real life situations Commentary by current professional practitioners Companion website

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9781538128947

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Reviews

Anthony Rhine infuses this book with his exceptional capacity to engage students in the critical thinking process as they learn. The opportunities for authentic student engagement abound. He brings a practical, modern, and innovative approach to professionally develop students' ability to market the arts.--Joshua S. Ritter, lecturer and theatre manager, UNC Greensboro Anthony Rhine achieves what the arts management field needs, an arts marketing text for practitioners and students that provides core marketing theories, practical tools for the trade that will grow audiences and keep them coming back. Using cases from across multiple art forms, Rhine eloquently presents the realities of the 21st century global marketplace and gives data-informed marketing strategy for any size mission-driven institution.--Brett Ashley Crawford, associate teaching professor, executive director, Arts Management and Technology Laboratory, Carnegie Mellon University

Anthony Rhine infuses this book with his exceptional capacity to engage students in the critical thinking process as they learn. The opportunities for authentic student engagement abound. He brings a practical, modern, and innovative approach to professionally develop students' ability to market the arts.--Joshua S. Ritter, lecturer and theatre manager, UNC Greensboro

Author Information

Anthony S. Rhine is professor in the school of Theatre at Florida State University. He holds a Ph.D. in business administration and bachelor's and master's degrees in theatre management. He worked for the first two decades of his career as a theatre executive, running multi-million-dollar and Tony-nominated theatre companies. During that time, he also wrote the librettos for over twenty produced musicals, including several that toured both nationally and internationally, and directed scores of professional productions. For the last decade, he has been a professor of theatre management, focusing his research on advancing and improving theatre management education and its application in improving nonprofit theatre organizational outcomes such as increased ticket sales and unearned income. His research has been published in the top-ranked journals of arts management. Rhine is author of Leading the Creative Mind (2011) and Theatre Management: Arts Leadership for the 21st Century (2018).

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