Ronald C. Harding Announces the Release of New Book, ‘Marketing the Arts and Entertainment’

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Industry heavyweight releases guide to successful strategies for the performance arts industry.

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whatever you have to offer can be marketed successfully

In his latest publication, “Marketing the Arts and Entertainment: Success Strategies in the Profit and Not for Profit World” (published by Trafford Publishing), world class marketer Ronald C. Harding has compiled a guide for newcomers in the performance industry.

Through a step-by-step process, he helps his readers understand how to find funding, acquire affordable locations, work out budgets and develop a game plan. He elucidates on how to attract an audience that ensures future success of the business.

The book is applicable to art organizations of all sizes. Harding’s core belief – “whatever you have to offer can be marketed successfully” – rings throughout it.

An excerpt from “Marketing the Arts and Entertainment”:

Success at the local level demands that arts and entertainment marketers work more imaginatively, use less frequently considered mediums for publicity and advertising and build a greater sense of participation and belonging in audience members. This requires an understanding of what an audience is looking for in terms of worth, value and satisfaction. In the words of David Brown, General Manager of The Boston Ballet, “What we sell is an intangible product. There is not a functional value to the ballet. So what we are offering is a unique experience. Something you cannot reproduce elsewhere.”

Marketing the Arts and Entertainment
By Professor Ronald C. Harding
Softcover | 8.25 x 11 in | 112 pages | ISBN 9781466992283
E-Book | 112 pages | ISBN 9781466992290
Available at Amazon and Barnes & Noble

About the Author
Professor Ronald C. Harding graduated from the School of Communication at Northwestern University. He worked at companies such as Gillette and Procter and Gamble. He has also served on the policy committee for the Association of National Advertisers. In May 1988, The Boston Herald profiled him as “The quiet force that turned Gillette into a world class marketer.” He is a career counselor, a motivational speaker, an author, the president of a company (Harding & Company), a college professor and a voice-over announcer all at the same time.

Trafford Publishing, an Author Solutions, Inc. author services imprint, was the first publisher in the world to offer an “on-demand publishing service,” and has led the independent publishing revolution since its establishment in 1995. Trafford was also one of the earliest publishers to utilize the Internet for selling books. More than 10,000 authors from over 120 countries have utilized Trafford’s experience for self publishing their books. For more information about Trafford Publishing, or to publish your book today, call 1-888-232-4444 or visit

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