[OpenBook requires at least a book number, e.g., ISBN or Open Library key]
Colbert, F., D.J. Martin et al.
Marketing Planning in the Arts and Culture
Montréal : Chaire de gestion des arts Carmelle et Rémi-Marcoux, 2008.
Marketing Planning for Culture and the Arts approaches marketing planning not just in terms of the local market, but also in terms of the international market. It explores topics such as planning a world tour, the globalization of firms in the cultural industries sector (film, publishing and sound recording), planning online promotional campaigns, sales forecasting, dynamic pricing, customer service, and steps for conducting a successful fundraising campaign in the private sector.
Marketing Planning for Culture and the Arts will appeal to both students and managers of firms in the arts and cultural field. Its authors have several years of experience as managers in various cultural fields and currently teach and direct cultural management training programs. Four of these authors contributed to the book Marketing Culture and the Arts, which has been published in 10 languages.