Marketing Cultural Organisations : New Strategies for Attracting Audiences to Classical Music, Dance, Museums, Theatre and Opera

by Kolb, Bonita M.

• ISBN13: 9781860761416
• ISBN10: 1860761410
• Format: Paperback
• Copyright: 2000-08-01
• Publisher: Oak Tree Pr

Summary

Cultural organizations have long been protected from from the harsh realities of the marketplace by relying on wealthy patrons or public subsidies. But as these sources of finance become scarcer, they now find that they have to compete for an audience.

This book describes the new environment in which cultural organisations now operate and how the more innovative ones are re-thinking their marketing strategies.

Table of Contents

Preface	ix
The New World of Cultural Organisations	1	(20)
The Changing Field of Arts Marketing	1	(2)
What is a Cultural Organisation?	3	(1)
Defining Culture	4	(1)
Non-profit Cultural Organisations vs. For-profit Popular Culture Companies	5	(1)
Art Forms, Organisations and Venues Today	6	(3)
The Development of Cultural Organisations	9	(3)
Life Cycle of Cultural Organisations	12	(2)
The Current Environment of Cultural Organisations	14	(3)
New Challenges Facing Cultural Organisations	17	(4)
From High Art to Popular Culture	21	(22)
The New Culture Consumer	21	(1)
High versus Popular Culture	22	(1)
Development of the Cult of High Art	23	(6)
The Rise of Popular Culture and the Mass Market: Theodor Adorno	29	(2)
Levels of Culture: Herbert Gans	31	(4)
Taste in Culture: Pierre Bourdieu	35	(4)
Cultural Hierarchy	39	(4)
The New Culture Consumer	43	(20)
A New Model for Attendance: The Culture Consumer	43	(4)
Model for Cultural Event Attendance	47	(4)
Changing Attendance Patterns	51	(2)
Generational Attendance Patterns	53	(10)
The Cultural Marketing Environment	63	(24)
Management and Marketing Theory	63	(3)
Marketing Defined	66	(2)
Arts Management as a Profession	68	(4)
Development of Marketing Theory	72	(4)
Approaches to Marketing	76	(5)
Cultural Institutions and Marketing	81	(2)
Marketing Process	83	(4)
Funding the Cultural Organisation	87	(20)
Corporate Sponsorship	89	(5)
New Sources of Funding	94	(3)
Implications of Non-Profit Status	97	(5)
Excellence versus Accessibility	102	(1)
Social Entrepreneurship	103	(4)
Consumer Motivation and Choice	107	(24)
Reasons for Attendance	107	(3)
Consumer Decision-making	110	(3)
The Decision-making Process	113	(2)
The Purchase Process	115	(3)
Consumer Motivation	118	(3)
Consumer Values and Beliefs	121	(2)
External Factors Influencing Consumer Choice	123	(8)
The Cultural Product	131	(24)
Product Knowledge	131	(4)
Product Promotion	135	(1)
Culture as a Service Product	136	(1)
Categories of Traditional Products	137	(2)
Comparison of Different Cultural Products	139	(3)
Unique Features of Services	142	(1)
Life Cycle of Products	143	(3)
The Cultural Package	146	(2)
Diffusion of Innovation	148	(3)
Marketing Communications	151	(4)
Audience Research and Development	155	(20)
Audience Composition	155	(3)
Audience Research	158	(2)
Conducting Marketing Research	160	(2)
Classifications of Research	162	(4)
Focus Groups	166	(2)
Other Research Methods	168	(1)
Benchmarking	169	(6)
Market Segmentation	175	(20)
The Purpose of Market Segmentation	175	(2)
Audience Development Strategy	177	(2)
Target Market Segments	179	(9)
Methods of Segmentation	188	(7)
Special Issues -- Tourism and Technology	195	(26)
Tourism and Culture	195	(4)
Cultural Tourists	199	(4)
Cultural Tourism and the Community	203	(2)
Distribution of Culture	205	(2)
Technology and Culture	207	(4)
Technology and Outreach	211	(3)
Technology and Marketing	214	(7)
Index	221