Compleat Leader: Marketing and Communications
Marketing at its core is a strategic framework for understanding, communicating and exchanging values. It involves a series of social and managerial processes by which products, services and value are exchanged in order to fulfill needs and wants. Marketing contributes to the ways an organization can understand and communicate its value to the community and, in exchange, seek and receive value from the community.
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resources compiled by National Arts Strategies and the Getty Leadership Institute
Must Reads resources on marketization
By Philip M. Nowlen, Punam Anand Keller, and MiJin Hong
The drumbeat from the board had turned into a migraine for the director, Sevren Darden. It had been five years since a major New York newspaper had reviewed an exhibit at Philadelphia's Warner Museum. Some trustees were worried about the Warner's flat visitorship over the last three years—other museums across the country were reaching record attendance levels with a spate of “blockbuster” exhibitions. Many were puzzled and annoyed that creative efforts to attract more of Philadelphia's growing minority populations had failed. And what really galled the board and particularly the chair, Peter Gaskin, III, was that New York critics ignored the museum, a museum they believed was the largest and best museum of contemporary art between Washington D.C. and New York City... Full text (90 Kb).