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by Philip Kotler, Joanne Scheff · FUNDACION SGAE, EDICIONES · tapa blanda · 915 pages
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Este libro, 'Marketing de las Artes Escénicas', explora las estrategias y técnicas de marketing aplicadas al sector de las artes escénicas. Analiza cómo gestionar la promoción y venta de espectáculos, festivales y eventos culturales, adaptándose a las particularidades de este ámbito. Dirigido a profesionales y estudiantes del marketing y la gestión cultural, ofrece una visión completa de las herramientas necesarias para el éxito en la promoción de las artes escénicas.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
