Business is about value creation, and it is from marketing that this is driven. A book on marketing for the arts considers the value proposition differently than a traditional marketing book does, because it is rare that the creative product can be researched, field tested, adapted and adjusted, and studied until it has become a final product.
Marketing the Arts: An Introduction examines modern marketing theory as it is used by huge multi-nationals, but does so by exploring modern marketing theory in the context of creative ventures generally, and the fine and performing arts specifically. It is designed both for students and practitioners looking to strengthen their understanding of marketing, as well as for individuals interested in selling their creations. While it is a book for marketing the arts, it is designed broadly, to have appeal to any entrepreneur launching a creative venture, and any existing arts organization looking to improve its connection with its community.