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About the Book

Why a book on the topic of marketing creativity, and specifically marketing the arts?

The growth in technology and social media has had a dramatic impact on how advertisers market their products.  Consumers are constantly being bombarded with messaging campaigns at every turn.  In the arts, the event has long been the primary focus that would draw in consumers but this is no longer the case.  Consumers are attending for the social interaction at the events, but the cost of creating these unique experiences is quickly outpacing what society can afford.  As a result, a handful of practitioners have developed books that talk about marketing the arts, but they tend to be focused on exploring new promotional gimmicks or encouraging stronger advertising campaigns, without exploring modern marketing theory as it is applied in some of the world's largest companies.  For people interested in selling their creativity, promotional tricks and tools can be useful, but they are only a small portion of the marketing mix.  At its core, marketing is about product development.  This book focuses on the marketing mix as it is applied to the arts.

The eight chapters each have an immersive focus on one broad concept in marketing.  They walk through theories, how they developed, and why they operate the way they do in the 21st century.  The chapters include supporting material designed to allow the reader to consider the theories from myriad angles, and with their own perspective. The second part of each chapter allows the reader to critically analyze how the theories in the chapter apply to a real-life situation, where final decisions are to be made through application of those theories.  The cases have no right or wrong answers, only different ways to consider theory overlaid on practice.

Marketing the Arts: An Introduction is designed not to show you how to better promote the arts, it is designed to help create arts marketers.

Table of Contents at a Glance


Marketing the Arts


Marketing Strategy


Value Creation


Brands and Branding


Audience Acquisition


Distributing Creativity


Pricing Strategies


Audience Development

Other Publications

Other Publications


Journal Articles

Rhine, A. (2018). The Science of Mattering: How to Gauge Theatre's ImpactAmerican Theatre, January, 2018, 1-5. Retrieved from


Rhine, A. (2016). What Theatre Might Learn From Netflix. American Theatre, 10/25/2016, 1-6. Retrieved from


Rhine, A., & Alkafri, N. (submitted). Youth Arts Participation as a Foundation for Lifelong Arts Audiences. The Journal of Arts Management, Law, and Society. Manuscript submitted for publication, 28 pages.


Rhine, A., & Murnin, P. M. (2018). Arts Experiences in Youth and Associated Adult Outcomes.  American Journal of Arts Management, 6(2), 1-20. Retrieved from


Rhine, A., & Murnin, P. (2018). Day, Duration, and Start Time: Are the Arts Providing What their Audiences Require? Arts and the Market, 8(1), 19-29. doi:


Rhine, A. (2018). A Qualitative Look at Authentic Leadership in Nonprofit Arts Organizational Outcomes.  American Journal of Arts Management, 19. Retrieved from


Rhine, A. (2017). Performing Arts Subscription Payment Methods: From the Traditional, Annual Charge to a Monthly, Recurring Model. American Journal of Arts Management, 8. Retrieved from


Rhine, A., & Murnin, P. (2016). Improving Nonprofit Organizational Outcomes through the Eyes of Organizational Stakeholders. American Journal of Arts Management, May, 2016, np. Retrieved from


Rhine, A. (2015). An Examination of the Perceptions of Stakeholders on Authentic Leadership in Strategic Planning in Nonprofit Arts Organizations. The Journal of Arts Management, Law and Society, 45(1), 3-21.


Rhine, A. (2011). Strategic Planning in Nonprofits: An Analysis and Case Study Application. The International Journal of Business and Social Science, 2(5), 222-231.


Rhine, A. (2010). The Hilberry Theatre's MFA in Theatre Management: A Case Study in Continual Process Improvement. The International Journal of the Humanities, 8(1), 361-373.


Rhine, A. (2009). Leadership in the Theatre: A Study of the Views of Practitioners on Effective and Ineffective Styles. The International Journal of Arts in Society, 4(2), 387-398.


Rhine, A., & Meyer, S. (2008). Teaching an Artistic Staff the Skills of Leadership: A Case Study in Practical Application of Leadership Principles in the Arts. The International Journal of the Arts in Society, 3(1), 141-159.


Rhine, A. (2007). Oppenheimer. Journal of Creative Work, 1(1), np.


Rhine, A. (2007). The MFA in Theatre Management and the MBA: An Examination of Perspectives of Decision-makers at Theatres Nationwide. The Journal of Arts Management, Law and Society, 37(2), 113-126.


Rhine, A. (2006). A Great Confusion in Theatre Management. The Journal of Arts Management, Law and Society, 36(1), 33-47.

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