by François Colbert, Manuel Cuadrado · Editorial Ariel · tapa blanda · ISBN 9788434466883
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This book is aimed at those responsible for the management of cultural organizations, both from the public and private sectors, as well as those responsible for business sponsorship activities, marketing and management students, and service providers. It presents the basic principles of marketing and explains how they have been traditionally used, and how they should be applied in the specific context of arts and culture. It is an adaptation of the second edition of the publication 'Marketing Culture and the Arts'.
