Although arts organisations are often said to be underdeveloped in marketing and management areas, it is unclear whether this is actually an intentional response to the atypical environment in which they exist, or simply a result of limited skills and resources. This paper looks at performing arts presenters (PAPs) in two Australian States, profiling what they do in the way of marketing, how sophisticated they are at it and the reasons they behave the way they do. In-depth interviews with marketing managers indicated that PAPs are confused about the role of marketing, relying instead mainly on public relations. While it was widely acknowledged that marketing would be beneficial, the marketing that is executed is generally ad hoc and basic. This lack of marketing action is due primarily to a paucity of skills and resources and a historical preference for public relations, not as a considered response to the arts environment.
International Journal of Nonprofit and Voluntary Sector Marketing,
Vol. 7, no. 2 (May 2002), pp. 105-117