# Marketing for Cultural Organizations

- Link: https://fundraising.co.uk/books/marketing-for-cultural-organizations-new-strategies-for-attracting-audiences/
- Published: 2013-05-30T23:34:00+01:00
- Author: Howard Lake

**_Marketing for Cultural Organizations: new strategies for attracting audiences_
presents traditional marketing theory with a focus on the aspects most relevant 
to arts or cultural organisations. **

The book explains how to overcome the division between the concepts of high art 
and popular culture by targeting the new tech savvy cultural consumer.

As arts patronage has declined, and given new technological advances, arts organisations
have had to adapt to a new environment and compete for an audience. This edition
emphasises visitor or audience participation, as well as the use of social media
in attracting and maintaining an audience. Learning to harness social media and 
technology in order to encourage a dialogue with its audience is of primary importance
for arts organisations. This book covers:

 * Cost effective methods of researching the audience using technology
 * Developing a consistent, branded online message
 * Using social media to increase audience engagement, and involve them in the creative
   process

With an approach that is jargon-free and focused on practical application, this 
book is designed for both undergraduate and graduate students of arts marketing 
and cultural management.