Arts marketing insights : the dynamics of building and retaining performing arts audiences

by Bernstein, Joanne Scheff

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Summary

Foreword (Philip Kotler). Introduction. The Author. Prologue. 1. The State of Performing Arts Attendance and the State of Marketing. 2. Exploring Characteristics of Current and Potential Performing Arts Audiences. 3. Understanding the Consumer Mind-Set. 4. Planning Strategy and Applying the Strategic Marketing Process. 5. Using Strategic Marketing to Define, Deliver, and Communicate Value. 6. Delivering Value Through Pricing Strategies. 7. Conducting and Using Marketing Research. 8. Leveraging the Internet and E-Mail Marketing. 9. Identifying and Capitalizing on Brand Identity. 10. Building Loyalty: Subscriptions and Beyond. 11. Valuing the Single Ticket Buyer. 12. Focusing on the Customer Experience and Delivering Great Customer Service. Epilogue. Notes. Index.

Titles

Full Title: Arts marketing insights : the dynamics of building and retaining performing arts audiences/ Joanne Scheff, 1945- Bernstein ; foreword by Philip Kotler.

Edition Statement

1st ed.

Notes

Includes bibliographical references (p. 267-280) and index.

Identifiers

Isbns: 0787978442; 9780787978440
Oclc Number: (OCoLC)984375541

Publication Statement

Place: San Francisco
Publisher: Jossey-Bass
Date: 2007

Physical Description

Extent: xx, 294 sayfa ;
Dimensions: 24 cm

Summary

Foreword (Philip Kotler). Introduction. The Author. Prologue. 1. The State of Performing Arts Attendance and the State of Marketing. 2. Exploring Characteristics of Current and Potential Performing Arts Audiences. 3. Understanding the Consumer Mind-Set. 4. Planning Strategy and Applying the Strategic Marketing Process. 5. Using Strategic Marketing to Define, Deliver, and Communicate Value. 6. Delivering Value Through Pricing Strategies. 7. Conducting and Using Marketing Research. 8. Leveraging the Internet and E-Mail Marketing. 9. Identifying and Capitalizing on Brand Identity. 10. Building Loyalty: Subscriptions and Beyond. 11. Valuing the Single Ticket Buyer. 12. Focusing on the Customer Experience and Delivering Great Customer Service. Epilogue. Notes. Index.