Museum and performing arts marketing: the age of discovery

Rentschler, Ruth 2002, Museum and performing arts marketing: the age of discovery, Journal of arts management, law, and society, vol. 32, no. 1, Spring, pp. 7-14.

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Title Museum and performing arts marketing: the age of discovery
Author(s) Rentschler, Ruth
Journal name Journal of arts management, law, and society
Volume number 32
Issue number 1
Season Spring
Start page 7
End page 14
Publisher Heldref Publications
Place of publication Washington, DC
Publication date 2002
ISSN 1063-2921
Keyword(s) museums
performing arts
Summary Trends in museum and performing arts marketing from 1975 to 1994 were analyzed and suggested that a third period was emerging; the data in this article confirm that claim. Among the latest arts marketing articles, there is a significantly greater focus on marketing strategy than on the other two categories--marketing as culture and marketing as tactics.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
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Document type: Journal Article
Collection: School of Management and Marketing
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Citation counts: TR Web of Science Citation Count  Cited 14 times in TR Web of Science
Scopus Citation Count Cited 22 times in Scopus
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