Marketing the Arts: An Introduction

by Anthony Rhine

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

Product Details

ISBN-13:	9781538128947
Publisher:	Rowman & Littlefield Publishers, Inc.
Publication date:	05/21/2020
Pages:	274
Product dimensions:	6.39(w) x 9.46(h) x 1.03(d)
Age Range:	18 Years

About the Author

Anthony S. Rhine isprofessor 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).

Table of Contents

Preface
Introduction
A Note about the Cases

Chapter 1: Marketing the Arts
Case Note 1: Danny’s Supper Club

Chapter 2: Market Strategy
Case Note 2: Cambridge Little Theatre

Chapter 3: Value Creation: The Artistic Product
Case Note 3: Gryphon Senft

Chapter 4: Brands and Branding
Case Note 4: Santa Clarita Civic Light Opera

Chapter 5: Audience Acquisition
Case Note 5: Acton Chamber Ensemble

Chapter 6: Distributing Creativity
Case Note 6: ArtsEverywhere

Chapter 7: Pricing Strategies for the Arts
Case Note 7: ShinyChic

Chapter 8: Audience Development to Sustain Customers
Case Note 8: Lila Thorpe Dance Company

Editorial 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

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

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.

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.

From the Publisher