Arts Marketing

Loretta Battaglia, Elena Cedrola

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Arts marketing is an integrated management process of planning and implementing programs designed to influence the behavior of ‘customers’ by creating, building, and maintaining mutually satisfying exchanges while providing value and benefits to both the customer and the organization.
Original languageEnglish
Title of host publicationWiley Encyclopedia of Management
Pages1-3
Number of pages3
Publication statusPublished - 2012

Keywords

  • arts marketing definition
  • experience
  • relationships
  • service management

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