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Museum and performing arts marketing: the age of discovery
journal contributionposted 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.