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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Beyond Marketing: Entrepreneurship, Consumption, and the Quest to
Rebuild Audiences for the Performing Arts
Author(s): Jeffrey Nytch
Citation: Jeffrey Nytch, (2013) "Beyond Marketing: Entrepreneurship, Consumption, and the Quest to Rebuild Audiences for the Performing Arts," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 4, pp. 87 - 93
Article Type: Research paper
Publisher: North American Business Press
Abstract:
In response to recent trends of declining attendance and financial struggles, arts organizations are
struggling to create long-term solutions – but often lack the tools to do so. An entrepreneurial approach
provides a mechanism for exploring these challenges while facilitating development of a compelling
brand and improved implementation of marketing strategies.
