rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: How to market the arts
    sub title: a practical approach for the 21st century
  name:
    name part: Rhine, Anthony
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Pension, Jay
    name part: 1987-
    role:
      role term: author.
  type of resource: text
  genre: bibliography
  genre: Electronic books.
  origin info:
    place:
      place term: nyu
    date issued: 2022
    copyright date: 2022
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource (viii, 269 pages) : illustrations
  abstract: "In the 1940s, Neil Borden developed the term “marketing mix” to refer to the entire work of a business executive. The notion suggests that the function of business is marketing, and in 1960 Jerome McCarthy defined the functions of the marketing mix as the four Ps: Product, price, place, and promotion. In the arts, the Ps dont work. This text proposes a new paradigm—the four Es—that better explain what is, and what should be, happening in nonprofit arts marketing. Though art presented might be defined as a product, product misses the fact that the art occurs within audiences leading to an arts experience. Typical pricing strategies tend to be largely ineffective in the arts, which are typically inelastic. Ease of access is a concept that better addresses how arts organizations can reduce possible obstacles their potential audience may face. Place refers to the systems that move a product from a creator to a consumer, which are handled by channel managers. The arts, however, can rarely be moved through distribution channels. Instead, the piece that arts executives must consider in balancing their marketing mix is the environment in which the art is being provided. Even the concept of promotion is typically a stretch for arts organizations with limited resources and constantly evolving experiences. However, when the function of the arts promoter is considered to be education about the arts experience for the marketplace, the approach leads to enhanced value and engagement for the community"--Publisher's description.
  table of contents: Marketing versus engagement -- Education -- Experience -- Environment -- Ease of access.
  note: Anthony Rhine and Jay Pension.
  note: Includes bibliographical references and index.
  subject:
    topic: Arts
    topic: Marketing
  subject:
    topic: HISTORY
  subject:
    topic: MUSIC
  subject:
    topic: Acting & Auditioning
  subject:
    topic: PERFORMING ARTS
  subject:
    topic: Circus
  subject:
    topic: Arts
    topic: Marketing
  classification: NX634 .R485 2022
  classification: 700.68/8
  related item:
    title info:
      title: How to market the arts
    name:
      name part: Rhine, Anthony.
    origin info:
      publisher: New York : Oxford University Press, [2022]
    identifier: (DLC) 2022018872
    identifier: (OCoLC)1332779998
  related item:
    identifier: (DLC) 2022018872
  identifier: 9780197556115
  identifier: 0197556116
  identifier: 0197556108
  identifier: 9780197556092
  identifier: 0197556094
  identifier: 9780197556108
  identifier: 9780197556078
  identifier: 9780197556085
  identifier: 0197556086
  identifier: 0197556078
  identifier: 2022018873
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record content source: DLC
    record creation date: 220419
    record change date: 20260318164324.6
    record identifier: in00005697084
    language of cataloging:
      language term: eng