Rowman & Littlefield Publishers
Pages: 274
Trim: 6½ x 9½
978-1-5381-2894-7 • Hardback • May 2020 • $94.00 • (£72.00)
978-1-5381-2895-4 • Paperback • May 2020 • $48.00 • (£37.00)
978-1-5381-2896-1 • eBook • May 2020 • $45.50 • (£35.00)
Anthony S. Rhine isprofessor in the school of Theatre at Florida State University. He holds a Ph.D. in business administration and bachelor's and master's degrees in theatre management.
He worked for the first two decades of his career as a theatre executive, running multi-million-dollar and Tony-nominated theatre companies. During that time, he also wrote the librettos for over twenty produced musicals, including several that toured both nationally and internationally, and directed scores of professional productions. For the last decade, he has been a professor of theatre management, focusing his research on advancing and improving theatre management education and its application in improving nonprofit theatre organizational outcomes such as increased ticket sales and unearned income. His research has been published in the top-ranked journals of arts management. Rhine is author of Leading the Creative Mind (2011) and Theatre Management: Arts Leadership for the 21st Century (2018).
Preface
Introduction
A Note about the Cases
Chapter 1: Marketing the Arts
Case Note 1: Danny’s Supper Club
Chapter 2: Market Strategy
Case Note 2: Cambridge Little Theatre
Chapter 3: Value Creation: The Artistic Product
Case Note 3: Gryphon Senft
Chapter 4: Brands and Branding
Case Note 4: Santa Clarita Civic Light Opera
Chapter 5: Audience Acquisition
Case Note 5: Acton Chamber Ensemble
Chapter 6: Distributing Creativity
Case Note 6: ArtsEverywhere
Chapter 7: Pricing Strategies for the Arts
Case Note 7: ShinyChic
Chapter 8: Audience Development to Sustain Customers
Case Note 8: Lila Thorpe Dance Company
Anthony Rhine infuses this book with his exceptional capacity to engage students in the critical thinking process as they learn. The opportunities for authentic student engagement abound. He brings a practical, modern, and innovative approach to professionally develop students' ability to market the arts.
— Joshua S. Ritter, lecturer and theatre manager, UNC Greensboro
Anthony Rhine achieves what the arts management field needs, an arts marketing text for practitioners and students that provides core marketing theories, practical tools for the trade that will grow audiences and keep them coming back. Using cases from across multiple art forms, Rhine eloquently presents the realities of the 21st century global marketplace and gives data-informed marketing strategy for any size mission-driven institution.
— Brett Ashley Crawford, associate teaching professor, executive director, Arts Management and Technology Laboratory, Carnegie Mellon University
- Discussion questions and classroom activities
- Case studies of real life situations
- Commentary by current professional practitioners
- Companion website
FOR STUDENTS
Accompanying the text is an open-access
Companion Website designed to reinforce the main topics and help you master key vocabulary and concepts through flashcards and self-graded quizzes.
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