1,332
Views
38
CrossRef citations to date
0
Altmetric
Original Articles

'Rethinking the missionary position' - the quest for sustainable audience development strategies

Pages 1-17 | Published online: 02 Dec 2010

References

  • Desai, P. and Thomas, A. (1998) Cultural diversity: attitudes of ethnie minority populations towards museums and galleries, London, BMRB/Museums and Galleries Commission.
  • Dodd, J. and Sandell, R. (1998) Building Bridges, Guidance for museums and galleries on developing new audiences, London, Museums and Galleries Commission.
  • Duncan, T.R. and Everett, S.E (1993) Client Perceptions of Integrated Marketing Communications, Journal of Advertising Research, 3, 30-39.
  • East, R. (2000) Fact and Fallacy in retention marketing, Kingston University, unpublished paper.
  • Gronroos, C (1996) Relationship marketing: strategic and tactical implications, Management Decision, 34(3), 5-14.
  • Gummesson, E. (1997) Relationship marketing as a paradigm shift: some conclusions from the 30R approach, Management Decision, 35(4), 267-272.
  • Gummesson, E. (1999) Total relationship marketing, rethinking marketing management: from 4Ps to 30Rs, Oxford, Butterworth Heinemann.
  • Harris Qualitative (1997) Children as an audience for museums and galleries, London, The Arts Council of England/Museums and Galleries Commission.
  • Harris Research (1993) Black and Asian attitudes to the arts in Birmingham: qualitative research findings report, London, Arts Council of Great Britain.
  • Hill, R. and O'Sullivan (1995) Creative arts marketing, Oxford, Butterworth Heinemann.
  • Jermyn, H. and De s ai, P. (2000) Arts - what's in a word? Ethnic minorities and the arts, ACE Research Report 20, London, Arts Council of England
  • Kotler, N. and Kotier, P. (1998) Museum strategy and marketing, San Francisco, Jossey-Bass Publications.
  • Maitland, H. (1997) A guide to audience development. Arts Council of England Touring Department, London, Arts Council of England.
  • Mathers, K. and Selwood, S. (1996) Museums, galleries and new audiences, London, Art and Society.
  • Morgan, R.M. and Hunt, S.D. (1994) The commitment-trust theory of relationship marketing, Journal of Marketing, 58, 20-38.
  • Morison, B.C. and Dalgleish, J.G. (1993) Waiting in the wings: a larger audience for the arts and how to develop it, second edition, New York, American Council for the Arts.
  • Payne, A., Christopher, M., Clark, M. and Peck, H. (1995) Relationship marketing for competitive advantage: winning and keeping customers, Oxford, Chartered Institute of Marketing/ Butterworth Heinemann
  • Pick, J. and Anderton, M. (1996) Arts Administration, second edition, London, Routledge.
  • Research Surveys of Great Britain (1994) Youth audience research report, London, The Arts Council of England.
  • Rogers, R. (1998) Audience development, collaborations between education and marketing, London, Arts Council of England
  • Schultz, D.E. and Robinson, W.A (1986) Sales Promotion Management, NTC Business Books
  • Semenik, R.J. and Young, C.E (1997) Market segmentation in Arts Organizations, in: Beckwith et al. (ed.) American Marketing Association Educators' Conference, pp. 474-478.
  • Trevelyan, V. (1991) 'Dingy places with different kinds of bits'. An Attitudes Survey of London Museums amongst non-visitors, edited and published by London Museums Consultative Committee, London Museums Services.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.