Arts marketing insights

Bernstein, Joanne Scheff, 1945-

Arts marketing insights : the dynamics of building and retaining performing arts audiences / Joanne Scheff Bernstein ; foreword by Philip Kotler. -- 1st ed. -- San Francisco : Jossey-Bass, 2007. -- xx, 294 s. -- ISBN : 978-0-7879-7844-0 (hbk.) ISBN (invalid) 0-7879-7844-2.
I. Kotler, Philip, 1931-


marketing * marketing kultury * marketingová komunikace * marketing umění * marketingové strategie * marketingové nástroje