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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)



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.