Developing a culturally diverse audience...

Journal of Arts Marketing Issue 21 – April 2006 How to develop a culturally diverse audience The recently published book on cultural diversity and audience development, Navigating Difference , lists well over 100 information resources relevant to arts organisations trying to develop culturally...

Cultural identity and segmentation...

Journal of Arts Marketing Issue 18 – July 2005 How can marketers respond to cultural identity? Many of us have targets for attracting visitors, audiences or participants from specific ethnic groups. But ethnicity is not a particularly useful basis for segmentation. Several pieces of research...