'This book is essential reading for anyone involved with Art’s Management. Michael Rushton provides the first comprehensive guide to setting prices in the Art’s markets - a toolkit of advice in understanding how to determine ticket prices, discounts, and concessions' - Rachel Pownall, Associate Professor, Tilburg University, The Netherlands 'With declining subscription rates and the growth of dynamic pricing in ticket sales, arts organizations’ leaders urgently need a clear and systematic approach to the art of price-setting. Rushton’s strategic guide is a superb and indispensable resource.' - Patricia Dewey, Associate Professor and Director, Arts and Administration Program, University of Oregon 'This comprehensive yet straightforward portrayal of options for maximizing revenue will allay any skeptic's concerns that strategic pricing is elitist or a threat to accessibility and patron relations. Implementing effective pricing techniques will increase engagement, participation and revenue. It is a practice long overdue across the arts sector.' - Dan J. Martin, Professor, Carnegie Mellon University, USA