11  Marketing and the Arts

The way arts patrons access information about events and make their decision to attend them has evolved more in the past decade than it has since the invention of radio or television. These changes are not superficial—they alter the landscape that arts managers must operate in.

Eugene Carr and Michelle Paul, Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century

Key Terms & Concepts


Needs and wants

Functional and Psychological satisfaction

Exchange Process

Product, sales, and customer orientations

Marketing mix

Market segments

Target marketing

Demographic profile

Marketing data system

Psychographic profile

Focus groups

Strategic marketing plans

Public Relations and Communication

Marketing ...

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