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Great Marketing Reading

Sue Edworthy

Arts Marketer & Manager

1. STANDING ROOM ONLY - Phillip Kotler
the authors review the key marketing functions that we are all aware of, but they do it in an arts management context and give a lot of examples. Very textbook-y. I think it is a text book in many arts management courses. It's a good one.

2. THE LONG TAIL - Chris Anderson
All about the rise of the niche. Markets are shifting from one-size-fits-all to one of unlimited variety for unique tastes. Although it's not an "arts management" book it definitely applies to the "always have been niche!' feeling of indie performing arts. Why did I like it? The idea of being able to figure out the specific 100 people who would be interested in production X, and figuring out exactly how to appeal to them and get them to the show? (Mr. Burns voice) Excellent…

and everyone better have read The Tipping Point (Malcolm Gladwell) by now…

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