TESTIMONIALS

"Colbert’s Marketing Culture and the Arts is a wonderfully effective teaching tool. Most of my students come to me with extensive performing and studio arts backgrounds but little or no theoretical grounding in modern marketing. Marketing Culture and the Arts presents a clear and concise conceptual framework, one which my graduates have employed with considerable success in their administrative endeavours."

Philippe Dobard
Director
Graduate Program in Arts Administration
University of New Orleans

"Marketing. The word used to send a chill up the spine of most artistic directors in non-profit arts and culture organizations. The word was synonymous with "selling out," "caving in to market demands," and "reducing artistic standards to the lowest common denominator." Today, artistic directors and their colleagues in the executive offices of arts and culture organizations understand how critical good marketing is to the artistic process. Good marketing helps develop new audience members and it enriches the existing audience's appreciation for the work.

Marketing culture and the arts, the profession, is the job of bringing audiences and artists together in mutually satisfying ways. "Marketing Culture and the Arts," the book by Francois Colbert, is essential to any arts marketing professional's library, because it offers readers a well-structured balance between marketing theories and marketing practices. It is not enough to know what to do, you also must know why you do what you do. "Marketing Culture and the Arts" provides readers with a strong foundation in both the theoretical and practical aspects of enlarging and enriching the audience for arts and culture."

Dan J. Martin
Associate Professor, School of Drama
Director, Master of Arts Management Program
Director, Center for Arts Management and Technology
Carnegie Mellon University
Pittsburgh Pennsylvania

“La publication, en 1993, de la première édition de son ouvrage Le marketing des arts et de la culture était une contribution majeure par son souci de mettre en relation les caractéristiques des arts et les concepts du marketing, ainsi que par ses grandes qualités pédagogiques : encadré précisant les objectifs et résumant l’exposé, questions de fin de chapitre, bibliographies permettant au lecteur d’approfondir ses centres d’intérêt particuliers. La nouvelle édition, qui paraît à l’aube du nouveau millénaire, conserve et approfondit ces qualités.”

Yves Evrard
Groupe HEC, Jouy-en-Josas
France