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Museum and performing arts marketing: the age of discovery

journal contribution
posted on 2002-01-01, 00:00 authored by Ruth Rentschler
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.

History

Journal

Journal of arts management, law, and society

Volume

32

Issue

1

Season

Spring

Pagination

7 - 14

Publisher

Heldref Publications

Location

Washington, DC

ISSN

1063-2921

eISSN

1930-7799

Language

eng

Publication classification

C1 Refereed article in a scholarly journal