ABSTRACT
This chapter explores a range of important marketing concepts and practices for the arts venture. Marketing is communication. Whether people represent a cultural group or local arts agency, marketing is central to the fulfillment of people goals. Marketing is a mode of communication focused on certain intended outcomes. Generating awareness of people's business and products is critical for getting their foot in the door when it comes to generating sales. Conducting online market research can produce some useful information as well. The opportunity to promote a brand new product or service is unique because media outlets are more likely to report the launch as “news” when it is being first announced. Finding ways to attract customers is something every business pursues, whether they are a brand new venture or a well-established enterprise. An online search for “marketing database management software” produces a wide range of choices for tools designed to help manage marketing programs.
