Management & Marketing Communication Model for the Performing Arts

The performing arts institutions in Nigeria - profit and non-profit alike - cannot be said to have been economically viable, having been inundated by a myriad of socio-economic and professional challenges. However, the Musical Society of Nigeria (MUSON), a non-profit performing arts institution founded in 1983 has survived and thrived remarkably. This book explored a comprehensive investigation of the management and marketing communications strategies of the MUSON, that has enabled the society remain an economically viable performing arts institution, with a view to proffering the identified strategies as critical success factors for the general performing arts and culture sub-sector. The Performing arts institutions in Nigeria and indeed any where else in the world, be it public or private sector-run, can survive, thrive and be economically viable through a diligent application of key management and marketing communications strategies as consistently engaged by the founders and administrators of the MUSON. This book is a veritable resource dossier for scholars, practitioners and policy formulators and implementors in the performing arts and culture sub-sector globally.