MARKETING THE PERFORMING ARTS IN SINGAPORE : A CASE STUDY

Abstract

Arts organisations are facing stiff competition for the consumer dollar from other leisure and recreational activities. Shortage of resources is yet another problem they encounter. Though not the ultimate solution, skilful practice of marketing principles could help resolve the issues. This Academic Exercise attempts to examine how marketing is managed in local professional performing arts organisations. Their marketing strategies are analysed and appraised. Given that the local arts environment is still in its growing stage, there is great scope for improvement in the marketing strategies undertaken by the performing arts groups. These are elaborated in the final chapter of this report.