ABSTRACT
This chapter explores how to plan marketing and communication with audiences in synchronization with creative programming in an arts organisation over the long term. It describes marketing thinking and strategies, backed up by the choice of the most appropriate marketing tools and methods. The chapter discusses basic marketing terminology, giving a rationale as to why marketing strategies are useful for arts organisations and what the options are. It provides at the end a skeleton for the content of the marketing section of a strategic plan. Marketing has a long history in business management theory and practice. It is a relatively young discipline, emerging in the early 1900s. There are arts managers and artists who are doubtful about using marketing methods in the arts and culture sector and argue the need for elaboration of marketing strategies. Marketing helps an organisation attract audiences in a competitive environment of many and constantly increasing choices and offers in the cultural and entertainment industries.
