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Professor publishes third edition of marketing book

Professor publishes third edition of marketing book

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Dr. Bonita M. Kolb, associate professor of business administration at Lycoming College, recently published the third edition of her book “Marketing for Cultural Organizations: New Strategies for Attracting Audiences.”

Kolb’s book focuses on how the use of technology and social media can draw a new audience into the world of high art. She highlights strategies such as developing a consistent online message, allowing the audience to become engaged in the creative process of artists and finding cost-effective methods of researching an audience.

The first edition of this book was originally published in 2000 and is used by both students and practitioners in many countries including the U.S., Europe, Asia and Australia. Kolb also has been published in a number of leading journals and is the author of several books on marketing and nonprofit management.

Lycoming College is a four-year, residential liberal arts and sciences school dedicated to the undergraduate education of 1,400 students. Its rigorous academic program, vibrant residential community and supportive faculty foster successful student outcomes. Lycoming offers 36 academic majors and is recognized as a Tier 1 institution by U.S. News & World Report. Founded in 1812 and located near the banks of the Susquehanna River in Williamsport, Pa., Lycoming is one of the 50 oldest colleges in the nation. For more information, visit

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