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

Summary

Titles

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

Edition Statement

• 1st ed.

Notes

• Includes bibliographical references (pages 267-280) and index.
• Chapter 1: The State of Performing Arts Attendance and the State of Marketing -- Chapter 2: Exploring Characteristics of Current and Potential Performing Arts Audiences -- Chapter 3: Understanding the Consumer Mind-Set -- Chapter 4: Planning Strategy and Applying the Strategic Marketing Process -- Chapter 5: Using Strategic Marketing to Define, Deliver, and Communicate Value -- Chapter 6: Delivering Value Through Pricing Strategies -- Chapter 7: Conducting and Using Marketing Research -- Chapter 8: Leveraging the Internet and E-Mail Marketing -- Chapter 9: Identifying and Capitalizing on Brand Identity -- Chapter 10: Building Loyalty -- Chapter 11: Valuing the Single Ticket Buyer.

Identifiers

• Isbns: 9780787994204; 0787994200
• Oclc Number: (OCoLC)80145936

Publication Statement

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

Physical Description

• Extent: 1 online resource (xx, 294 pages)

Table Of Contents

• Chapter 1: The State of Performing Arts Attendance and the State of Marketing -- Chapter 2: Exploring Characteristics of Current and Potential Performing Arts Audiences -- Chapter 3: Understanding the Consumer Mind-Set -- Chapter 4: Planning Strategy and Applying the Strategic Marketing Process -- Chapter 5: Using Strategic Marketing to Define, Deliver, and Communicate Value -- Chapter 6: Delivering Value Through Pricing Strategies -- Chapter 7: Conducting and Using Marketing Research -- Chapter 8: Leveraging the Internet and E-Mail Marketing -- Chapter 9: Identifying and Capitalizing on Brand Identity -- Chapter 10: Building Loyalty -- Chapter 11: Valuing the Single Ticket Buyer.

Summary

• Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsive customer service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences. Arts Marketing Insights offers managers, board members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the future.

Subjects

Writers