Arts marketing is an integrated management process of planning and implementing programs designed to influence the behavior of ‘customers’ by creating, building, and maintaining mutually satisfying exchanges while providing value and benefits to both the customer and the organization.
Battaglia, L., Cedrola, E., Voce "Arts Marketing", in Encyclopedia of Management 3rd edition, Vol. 9 MARKETING, Wiley - Blackwell, Hoboken 2012: 1-3 [http://hdl.handle.net/10807/64529]
Arts Marketing
Battaglia, Loretta;Cedrola, Elena
2012
Abstract
Arts marketing is an integrated management process of planning and implementing programs designed to influence the behavior of ‘customers’ by creating, building, and maintaining mutually satisfying exchanges while providing value and benefits to both the customer and the organization.
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