Homer and the Artists: Text and Picture in Early Greek Art

Description

Conventional business marketing often suggests that the primary function of business is to market a product in order to maximize efficiency and profit. In
expert authors Anthony Rhine and Jay Pension propose a new paradigm to better explain how nonprofit arts marketing can and should work.
provides a history of both nonprofit arts and critical marketing concepts to show how standard methods of marketing are ill-suited for the nonprofit arts industry. Through visual models and case studies of several arts organizations, the book offers instead a practical look at how this industry might adopt more holistic marketing strategies that better reflect their true function which is often to serve communities over persuading consumers. Rhine and Pension offer a theoretical framework for reconsidering the nature of nonprofit arts marking, as well as useful steps an organization might take to increase its value to a community and develop a broader audience base.