Description
Book SynopsisIn How to Market the Arts: A Practical Approach for the 21st Century, expert authors Anthony Rhine and Jay Pension provide a new and practical paradigm to explain how nonprofit arts marketing can and should work.
Trade ReviewThis is a much-needed resource and exploration of what it takes to promote the nonprofit arts sector at this time of change and transformation. Rhine and Pension have created a new approach, not only to how we sell our work, but how we can view the process of making and selling more holistically, as two halves of the same necessary whole. * Melia Bensussen, Artistic Director, Hartford Stage & Professor, Emerson College *
This book proposes a compelling new approach that transforms conventional marketing paradigms into a more flexible and appropriate framework for nonprofit arts organizations. By redefining notions of marketing and "engagement," the authors help us see that the art we create and present is not an end in itself, but rather a powerful vehicle to serve our community and transform the world. Artists and arts administrators alike should take notice. * Jeffrey Nytch, author of The Entrepreneurial Muse: Inspiring Your Career in Classical Music *
Through a practical lens, Rhine and Pension provide the reader with a clear understanding on marketing and engagement. The text covers a complete range of topics fundamental to the four Ps of marketing to the four Es of engagement. This invaluable resource is not only effective for performing arts administrators, but also business and management students, liberal arts students, and anyone enrolled in a leadership program. Their theoretical approach emphasizes a review of nonprofit arts, as well as useful steps an organization might take to increase its visibility and appeal. * James A. Filippelli, Associate Professor of Fine and Performing Arts, Dominican University, located in Rockland County, New York *
Education, experience, engagement, environment, and ease of access complete the model for success. This book clearly develops a new approach to marketing the arts and, as a result, will prove beneficial for all. * James Filipelli, Dominican University New York *
Table of ContentsPreface Introduction Part 1: Marketing Versus Engagement Chapter 1: Setting the Stage: A Shift from Traditional Marketing Chapter 2: Engagement Part 2: Education Chapter 3:Contrasting Frameworks: Promotion and Education Chapter 4: Promotion and the Arts Chapter 5: Education and the Arts Part 3: Experience Chapter 6: Contrasting Frameworks: Product and Experience Chapter 7: Product and the Arts Chapter 8: Experience and the Arts Part 4: Environment Chapter 9: Contrasting Frameworks: Place and Environment Chapter 10: Place and the Arts Chapter 11: Environment and the Arts Part 5: Ease of Access Chapter 12: Contrasting Frameworks: Price and Ease of Access Chapter 13: Price and the Arts Chapter 14: Ease of Access and the Arts Conclusion: Piecing Everything Together
