Pricing, once barely researched or mentioned in the arts, is increasingly recognised as a critical marketing and financial tool. In terms of maximising revenue, the growing adoption and adaptation of yield management techniques suggest that a new, more dynamic approach to pricing is emerging. Call it a tenner is a new collection of essays and case studies that debunks the myths and legends surrounding pricing in the arts. Commissioned by Arts Council England and written by some of the leading names in the arts, it provides a fresh perspective on the art of pricing.
Are you excited as I am to read this?
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