ABSTRACT
An arts manager must plan, organize, implement, and evaluate various marketing and fundraising strategies in an effort to maximize revenue to meet the organization’s established objectives. There can be enormous satisfaction in seeing a full house, a packed museum, or the groundbreaking for the building made possible by the efforts of well-designed marketing and fundraising campaigns. However, we will also see that no amount of managerial brilliance or sophisticated marketing effort will amount to much if the basic product does not meet the needs of the consumers for whom it is intended.
