search query: @author Scheff, J. / total: 3
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| Author: | Scheff, J. Kotler, P. |
| Title: | Crisis in the arts: the marketing response |
| Journal: | California Management Review
1996 : FALL, VOL. 39:1, p. 28-52 |
| Index terms: | |
| Freeterms: | DIENSTLEISTUNGSBETRIEB, MARKETINGSTRATEGIE, KUNST, UNTERNEHMENSSTRATEGIE |
| Language: | eng |
| Abstract: | Many performing arts organizations around the world are facing crises on a variety of fronts. Accordingly, arts organizations must learn new ways to attract the resources they need to sustain their mission and quality. Arts managers must professionalize their marketing and management skills and learn to be accountable to all their publics: artists, funders, and audiences. Then they can create offerings, services, and messages to which the target audience will enthusiastically respond. |
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