... sponsorship or even from donations. All sources of income, in one way or another, are generated through marketing and the more effective that marketing is the more income will result."1 (Rodger, 1987) This definition of marketing shows already that marketing consist of more than just advertising a product to the public. But before considering the different aspects of marketing, the product itself needs to be analysed in the context of culture. In fact, in cultural management, we speak of services rather than products. Every cultural organisation provides a service to its audience, since whatever the organisation represents, may this be a performance, a visual art object or a concert, the audience gains in experience and hopefully in education. What it will not gain, however, is a material benefit, since it cannot take the object home. Thus, we can say, that arts marketing is very different from traditional marketing, since it is ...

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