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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Must Reads

resources compiled by National Arts Strategies and the Getty Leadership Institute

Must Reads resources on marketization

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The Warner Museum Case A

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).

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