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The ABC's for Marketing Arts & Culture Festivals

ByAdrienne Royale Kennedy

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The marketing mix and the service marketing mix are formulas that involves the following ingredients –product, price, place, promotion, people, process, and physical evidence - that are strategically measured out according to the organization’s needs. The aim of this book is to examine what specific ingredients of the marketing mix are needed for successful art and culture festivals to be executed to be most effective and successful. This study involved an in-depth comparison of three successful Canadian festivals located in Toronto, Ontario: Toronto International Film Festival, Luminato - Toronto’s Festival of Arts + Creativity, and Scotiabank Nuit Blanche. The explicit aim of the research was to find the link between a marketing mix that is most applicable for arts and cultural festivals.

Details

Publication Date
Jan 30, 2011
Language
English
ISBN
9780557098972
Category
Business & Economics
Copyright
All Rights Reserved - Standard Copyright License
Contributors
By (author): Adrienne Royale Kennedy

Specifications

Pages
125
Binding
Paperback
Interior Color
Black & White
Dimensions
US Letter (8.5 x 11 in / 216 x 279 mm)

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