Marketing the Fine and Peforming Arts
Thomas, Edward G; Cutler, Bob D; Thomas, Edward G; Professor of Marketing, James J Nance College of Business Admin, Cleveland State University, Cleveland, OH, 44114, edthomas@grail.csuohio.edu; Cutler, Bob D; Professor of Marketing, Dept of Marketing, James J Nance College of Business Admin, Cleveland State University , Cleveland, OH, 44115, b.cutler@csuohio.edu
Журнал:
Journal of Professional Services Marketing
Дата:
1994
Аннотация:
Some 31 articles on marketing the fine and perform- ing arts have bccn published in the major marketing journals and proceedings in the past 20 years. This level of research activity appears to be somewhat low in light of Ule increased interest in recent years in the marketing of non-profit institutions. The existing articles are reviewed, and a general assessment of the research is presented.
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