This paper looks at the conditions under which it would be suitable for a relationship marketing programme to be introduced
into an arts
organisation. During this process it evaluates the pros and cons of relationship marketing. Key issues addressed include:
relationships with stakeholders, sponsorship and relationship with attendees. Although this paper uses arts organisations as an example any industry can be related to the issues raised. Outline Definition: Relationship Marketing Definition Arts Organisation Arts Sector Focus for Essay: UK and Australia Relationships with Stakeholders Why Arts Organisation Would Use RM: Sponsorship Relationship with Attendees Stakeholders in General: Changing Relationships Conclusion