How to Market the Arts: A Practical Approach for the 21st Century

Conventional business marketing often suggests that the primary function of business is to market a product in order to maximize efficiency and profit. In How to Market the Arts: A Practical Approach for the 21st Century, expert authors Anthony Rhine and Jay Pension propose a new paradigm to better explain how nonprofit arts marketing can and should work.

How to Market the Arts provides a history of both nonprofit arts and critical marketing concepts to show how standard methods of marketin...