This book describes the turbulence of the arts environment, noting the persistent theme of the need for greater financial stability outlines the challenge of adopting marketing as a concrete approach addressing fundamental problems faced by arts administrators argues that developing the core arts audience is a responsible, necessary strategy to increase support and earned income; and advocates the use of marketing planning built upon a realistic definition of the arts product. (Introduction to Part 1, p. 3-4)

This book covers all types of giving to all sectors. The following information is from the chapter on giving to arts, culture and humanities. The year 1973 saw a continued expansion in the demand for cultural activities, including museums, symphony and chamber orchestras, jazz and other music entities, opera, theatre, film and the dance. Support from private sources continued its upward trend, and for 1973 is estimated at $1.20 billion.

This book covers all types of giving to all sectors. The following information is from the chapter on giving to arts, culture and humanities. Private giving to organizations, institutions and agencies in the arts and humanities increased last year to $4.96 billion, but the new record total was boosted by a single gift of $1.3 billion, and without that, giving to the cultural segment of the philanthropic community risen by just 6 percent.

This book covers all types of giving to all sectors. The following information is from the chapter on giving to arts, culture and humanities. In separating giving to civic and cultural causes into two categories for the first time, the most difficult problem appeared to be the breakdown in who got the contributions. But as we proceeded, it became apparent that definition of terms proved the most complicated. We now have three categories - civic, the arts, and humanities or culture.

This book covers all types of giving to all sectors. The following information is from the chapter on giving to arts, culture and humanities. In general, the arts are in the midst of a populist movement, which means more exposure to the performing arts, more attendance at museums, and more problems. But this current attitude - get the arts out to the people, not just for those who can afford it - can lose to the past.

This book covers all types of giving to all sectors. The following information is from the chapter on giving to arts, culture and humanities. Demand for cultural activities, including museums, symphony and chamber orchestras, jazz and other music entities, opera, theatre, film, and the dance continued to expand during 1974. In a time when the economy is turning downward, it would appear that the arts take on greater importance in the lives of many.