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Marketing and the Environment
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Book Chapter
Marketing and the Environment
2013
Overview
Marketing is still too often thought of by cultural organizations as trying to manipulate the consumer into buying something they do not want. Because marketing developed as a business tool, cultural organizations may feel it is tainted by corporate greed. Of course, goods and services have been exchanged between individuals long before there were corporations with marketing departments. In fact, since marketing consists of making goods and services attractive and then communicating their availability to potential customers, most artists have also marketed. Artists have always needed someone to purchase their products, and marketing was used when artists tried to make what they produced attractive to those who might purchase. If artists did not wish to make the product attractive to buyers, they at least used marketing to communicate that their art was available.
Publisher
Routledge,Taylor & Francis Group
Subject
ISBN
9780415626972, 9780415626958, 0415626951, 0415626978
