Pricing for mission
So far in this book we have looked at strategic pricing with the goal of maximizing the profits from the presentation of the artistic offerings. Yet many, perhaps most, readers of this book work in, or intend to work in, the public or the nonprofit sector. In this chapter we look at occasions when an organization might depart from profit-maximizing pricing strategies in order to further the cultural or social mission of the organization. What took so long to get to this topic?