Standing Room Only: Strategies for Marketing the Performing Arts

by Philip Kotler, Joanne Scheff

Argues that organizations in the performing arts must market themselves to survive, including defining their mission, thinking strategically, and applying basic marketing concepts like product and pricing

Genres: Nonfiction, Business, Management

576 pages, Hardcover

First published January 1, 1997

About the author

Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)

Reviews

[Rebecca · Rating 4 out of 5]

Kotler and Scheff have managed to write a textbook that is relevant, well-organized AND interesting! While the style is characteristically dry, the prose is peppered with plenty of real-life case studies that help elucidate both the marketing concepts themselves and the application thereof. The chapters are helpfully broken into sub-categories which makes for easy note-taking and comprehension. I can see why this has been the Arts Marketing bible for so long. The only thing we need is an updated version with more intense focus on internet marketing, etc.

[Sarah Clarke · Rating 3 out of 5]

Gotta love the required reading for Cultural Management at City Uni! Turned out pretty useful in the real world too...on both sides of the Atlantic.