Marketing the Arts

Francisco Iniesta and Elvira Marco

Chapter 3 in When Business Meets Culture, 2011, pp 27-46 from Palgrave Macmillan

Abstract: Abstract According to the American Marketing Association, ‘marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.’

Keywords: Marketing Strategy; Marketing Action; American Market Association; Museum Visitor; Purchasing Process (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29511-7_3

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DOI: 10.1057/9780230295117_3

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