Purpose–The purpose of this paper is to consider whether successful subsidised arts
organisations are more likely to apply a relationship rather than transactional marketing …

Introduction role of marketing in gaining and retaining customers has long been recognized
in the commercial world. The adoption of a marketing approach in the not-for-profit sector …

The purpose of this article is to develop a relationship marketing model for performing arts
organisations. A theoretical approach is combined with an empirical base in which 150 …

Marketing strategy in performing arts organisations has become particularly important in the
increasingly competitive environment in which the arts operate. Since the late 1980s there …

Using the relationship paradigm as a theoretical framework, a management model for
cultural services (relationship marketing of cultural organizations) is proposed, what is an …

This paper describes and critically discusses a total relationship marketing (TRM)
perspective to sponsorship of the arts. Using constructs and concepts from TRM and other …

Introduction research design for this paper is based on the critical need for greater emphasis
by Australian arts organizations on relationship marketing as a means of achieving …

Purpose–The purpose of this paper is to explore the implications of a greater marketing
orientation among arts organisations and its impact on funding through sponsorship …

The subscribing customers of performing arts organisations are an indispensable, but
frequently maligned source of patronage for the arts. This paper reviews some of these …

Arts organisations are adopting marketing practices as international literature suggests.
However, there is an important lack of studies proving this. So, the overall goal of this article …