How to Market the Arts

This is a much-needed resource and exploration of what it takes to promote the nonprofit arts sector at this time of change and transformation. Rhine and Pension have created a new approach, not only to how we sell our work, but how we can view the process of making and selling more holistically, as two halves of the same necessary whole. * Melia Bensussen, Artistic Director, Hartford Stage & Professor, Emerson College *
This book proposes a compelling new approach that transforms conventional marketing paradigms into a more flexible and appropriate framework for nonprofit arts organizations. By redefining notions of marketing and "engagement," the authors help us see that the art we create and present is not an end in itself, but rather a powerful vehicle to serve our community and transform the world. Artists and arts administrators alike should take notice. * Jeffrey Nytch, author of The Entrepreneurial Muse: Inspiring Your Career in Classical Music *
Through a practical lens, Rhine and Pension provide the reader with a clear understanding on marketing and engagement. The text covers a complete range of topics fundamental to the four Ps of marketing to the four Es of engagement. This invaluable resource is not only effective for performing arts administrators, but also business and management students, liberal arts students, and anyone enrolled in a leadership program. Their theoretical approach emphasizes a review of nonprofit arts, as well as useful steps an organization might take to increase its visibility and appeal. * James A. Filippelli, Associate Professor of Fine and Performing Arts, Dominican University, located in Rockland County, New York *
Education, experience, engagement, environment, and ease of access complete the model for success. This book clearly develops a new approach to marketing the arts and, as a result, will prove beneficial for all. * James Filipelli, Dominican University New York *