Abstract
According to the American Marketing Association, ‘marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.’
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© 2011 Francisco Iniesta and Elvira Marco
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Iniesta, F., Marco, E. (2011). Marketing the Arts. In: Muñoz-Seca, B., Riverola, J. (eds) When Business Meets Culture. Palgrave Macmillan, London. https://doi.org/10.1057/9780230295117_3
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DOI: https://doi.org/10.1057/9780230295117_3
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-32733-1
Online ISBN: 978-0-230-29511-7
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