Today's arts administrator still needs aesthetic appreciation, enthusiasm, and committment to their art, but this needs to be combined with practical business sense and, increasingly, an understanding of marketing and the way in which effective marketing can enhance long-term success.

Marketing provides the framework to increase product offerings and to promote arts and entertainment through a wide range of activities. Through strategic marketing it is possible to heighten levels of satisfaction of current customers and also reach new audiences.

Arts marketing: the pocket guide is designed to assist arts organisations and artists in determining and addressing their marketing needs.

This project was undertaken jointly by the Australia Council and the Centre for Professional Development (CPD).