Standing Room Only: Strategies for Marketing the Performing Arts [Hardcover]

Philip Kotler (Author), Joanne Scheff Bernstein (Author)

Book Description

ISBN-10: 0875847374 | ISBN-13: 978-0875847375 | Publication Date: January 1, 1997

The authors apply the full spectrum of marketing principles to an industry that has long resisted them - the performing arts. Drawing on a wide variety of primary and secondary sources, the authors review all of the key marketing functions - from segmentation to pricing to public relations - in the context of arts management, illustrated through numerous examples. They argue that by embracing fundamental marketing principles and launching innovative marketing strategies, music, theater, and dance organizations can fulfill their artistic missions, while building strong customer bases.

Editorial Reviews

From Booklist

Kotler, the marketing guru who teaches at Northwestern University and is author of definitive texts on marketing management and international marketing, has also written groundbreaking work on the subject of marketing for nonprofit organizations. With coauthor Scheff, an arts management lecturer at Northwestern's Kellogg Graduate School of Management, he now turns his expertise to the performing arts. Given shrinking government support and increased competition among performing arts organizations (and other entertainment media) for audiences, it seems that only those groups that effectively market themselves may survive. Kotler and Scheff stress the need for organizations to define their mission and think strategically. They apply basic marketing concepts like product, pricing, and positioning to the arts but they also consider the unique aspects of audiences and the "performing arts market." While some artists and performers may see a conflict between artistic mission and an emphasis on the "bottom line," the new reality is that the arts are also a business. Highly recommended. David Rouse

Review

"STANDING ROOM ONLY is at once an instruction manual, a sober-minded analysis, a set of case histories, and a hand-holding guide to promotion." -- The New York Times, September 21, 1997

Any working with the performing arts will welcome this in-depth guide, which surveys marketing strategies and keys to attracting new audiences. From collaborative efforts to increasing funding and surviving transitions, this treats the performing arts world like a business, examining product offerings and attraction, marketing, and building audience/customer loyalty. -- Midwest Book Review

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Product Details

• Hardcover: 576 pages
• Publisher: Harvard Business Review Press (January 1, 1997)
• Language: English
• ISBN-10: 0875847374
• ISBN-13: 978-0875847375
• Product Dimensions: 9.5 x 7.8 x 1.6 inches
• Shipping Weight: 3.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #293,164 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

18 of 18 people found the following review helpful:

4.0 out of 5 stars A worthwhile read, February 23, 2000

By 

Sandra Ashby - See all my reviews

This review is from: Standing Room Only: Strategies for Marketing the Performing Arts (Hardcover)

Kotler touches on many subjects from customer loyalty, changing audiences to data analysis. Theories are enhanced by using various arts companies as examples.

The book is not intended give in depth answers, that is "You must do this" to save your company, but guides you through sound marketing tactics/commonsense.

I suggest you use it as a guide to refer to, but it's not a bible as every marketing situation that any arts company finds itselves in is different to the next - there is no divine answer only a helping hand.

8 of 8 people found the following review helpful:

5.0 out of 5 stars A Bible of Art Marketing, February 4, 1999

By A Customer

This review is from: Standing Room Only: Strategies for Marketing the Performing Arts (Hardcover)

In this book, Philip Kotler and Joanne Scheff not only proposed the marketing theories but also presented heaps of case studies to make readers more understand the application of art marketing. To be candid, I will never see it as an art marketing book only. Everyone who is interested in marketing should not miss this book.

12 of 14 people found the following review helpful:

5.0 out of 5 stars An outstanding resource for arts marketers, August 27, 1999

By A Customer

This review is from: Standing Room Only: Strategies for Marketing the Performing Arts (Hardcover)

Finally, there is a book available to those serious about arts marketing. Joanne Scheff's background in arts management and Philip Kotler's extensive marketing background provide useful and practical information for professionals in the arts who are tired of adapting literature on unrelated businesses to their projects. This book should be on every arts marketer's bookshelf.