The Evolution and Principles of Marketing

Joanne Scheff Bernstein

Chapter Chapter 2 in Standing Room Only, 2014, pp 33-45 from Palgrave Macmillan

Abstract: Abstract One can be a successful marketer only if one has adopted the proper marketing mind-set. This means having a clear appreciation for what marketing comprises and what it can do for the organization. Marketing, as it relates to the arts, is not about intimidation or coercion or abandoning an artistic vision. It is not “hard selling” or deceptive advertising. It is a sound, effective technology for creating exchanges and influencing behavior that, when properly applied, must be beneficial to both parties involved in the exchange.

Date: 2014
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DOI: 10.1007/978-1-137-37569-8_3

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