The Evolution and Principles of Marketing

  • Joanne Scheff Bernstein


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.


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© Joanne Scheff Bernstein 2014

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  • Joanne Scheff Bernstein

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