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Standing Room Only - Kotler, Philip, Ph.D., and Scheff, Joanne
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Reviews various key marketing functions - from segmentation to pricing to public relations - in the context of arts management, illustrated through numerous examples. This book argues that by embracing various marketing principles and launching marketing strategies, music, theater, and dance organizations can fulfill their artistic missions.

Standing Room Only 1997, Harvard Business Review Press, Boston, MA

ISBN-13: 9780875847375