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- W2053972004 abstract "In the context of this article the performing arts encompass theatrical, musical and dance performances. The performing arts are presently widely perceived as an industry in the economy, but one in a state of elaborate transformation (Schiller, 1989; Palmer, 1998; Butler, 2000). One of the main challenges to any performing arts organisation is to be transparent and accountable because of the magnitude of private and public investments - the challenge becomes somewhat more daunting because management is exercised in the absence of a bottom line (Guy and Hitchcock, 2000; Rentschler and Potter, 1996.) Since the role of marketing in enhancing the business of the performing arts ought not to be an issue of debate anymore, the question is rather: how could marketing be employed to the maximum benefit of a performing arts organisation? This question is appreciably more complex than appears on the surface, as the marketing of the performing arts entails substantially more than introducing a marketing toolkit from the realm of consumer or business goods markets and applying it to the performing arts. Many performing arts organisations are not profit seeking and consequently it may be considered helpful to include a section on non-profit arts organisations to highlight some of their particular challenges to survive." @default.
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- W2053972004 date "2003-01-01" @default.
- W2053972004 modified "2023-10-05" @default.
- W2053972004 title "The Performing Arts and Marketing: Concepts and challenges" @default.
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- W2053972004 doi "https://doi.org/10.1080/10137548.2003.9687767" @default.
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