ABSTRACT
This chapter concentrates on the implications of government support for the marketing of nonprofit performing-arts organizations to income-contributing external stakeholders: private donors, performance attendees and governments. It presents a detailed discussion of the implications of cultural economics for government support of arts organizations. It then examines the characteristics and implications of government subsidies for the arts, such as the nature of government subsidies, the funding process, the various granting organizations and individuals, the different levels of funding available, and the expectations and requirements associated with receiving funds. Finally, marketing for the performing arts in the context of government support is examined, including marketing tools and techniques which can help arts organizations to acquire funding in order to grow and thrive. The chapter concludes with high-level managerial implications related to the topic of nonprofit performing-arts marketing, and opportunities for future research from both the practitioner/consultant and academic perspectives.
