...Vanessa Ratten © Emerald Group Publishing Limited 2008 --> Entrepreneurship Arts Russia Organizational development Globalization Entrepreneurship covers a vast array of different areas, which makes it so interesting. This edited book by Colette Henry examines an area...

...Alain d'Astous; François Colbert; Marilyne Fournier Purpose The purpose of this study is to examine the impact of two different extension strategies, namely brand extension and co‐branding, on consumer attitude toward an extension in the context of the arts. Design/methodology/approach...

... these organizations implement direct marketing, and subsequent effects on performance outcomes associated with such marketing activities. This research investigates the case of non‐profit arts organizations. The results show that organizational formalization, external integration, total marketing effort...

... implications. © MCB UP Limited 1997 Arts Case studies Non‐profit organizations Relationship marketing Market segmentation Theatres We use a case study to demonstrate and support this position. For the five‐play 1994‐95 season, PRC attracted 5,946 subscribers who accounted for 43...