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How to Market the Arts : A Practical Approach for the 21st Century / Anthony Rhine, Jay Pension. - Oxford ; New York : Oxford University Press, 2022. - 269 strán. - ISBN 978-0-19-755608-5.

Conventional business marketing often suggests that the primary function of business is to market a product in order to maximize efficiency and profit. In How to Market the Arts: A Practical Approach for the 21st Century, expert authors Anthony Rhine and Jay Pension propose a new paradigm to better explain how nonprofit arts marketing can and should work.