One can be a successful marketer only if one has adopted the proper marketing mind-set. This means having a clear appreciation for what marketing comprises and what it can do for the organization. Marketing, as it relates to the arts, is not about intimidation or coercion or abandoning an artistic vision. It is not “hard selling” or deceptive advertising. It is a sound, effective technology for creating exchanges and influencing behavior that, when properly applied, must be beneficial to both parties involved in the exchange.
Unable to display preview. Download preview PDF.
- 5.Philip Kotler, Dipak C. Jain, and Suvit Maesincee, Marketing Moves (Boston: Harvard Business School Press, 2002), x, 21.Google Scholar
- 6.Stephen Sondheim, You Gotta Get a Gimmick, “Gypsy,” 1962.Google Scholar
- 7.Arthur Miller, Death of a Salesman (New York: Dramatists Play Service, 1998; first published in Great Britain: Crescent Press, 1949), 36.Google Scholar
- 8.Peter F. Drucker, Management: Tasks, Responsibilities, Practices (New York: Harper & Row, 1973), 64–65. Emphasis mine.Google Scholar
- 12.E. Jerome McCarthy, Basic Marketing: A Managerial Approach (Homewood, IL: Richard D. Irwin, 1981).Google Scholar
- 16.B. Joseph Pine II and James H. Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage (Boston: Harvard Business School Press, 1999), front matter.Google Scholar