Arts Marketing Insights : The Dynamics of Building and Retaining Performing Arts Audiences
ISBN: 9780787978440 | 0787978442
Edition: 1stFormat: Hardcover
Publisher: Jossey-Bass
Pub. Date: 11/17/2006
Why Rent from Knetbooks?
Because Knetbooks knows college students. Our rental program is designed to save you time and money. Whether you need a textbook for a semester, quarter or even a summer session, we have an option for you. Simply select a rental period, enter your information and your book will be on its way!
Top 5 reasons to order all your textbooks from Knetbooks:
- We have the lowest prices on thousands of popular textbooks
- Free shipping both ways on ALL orders
- Most orders ship within 48 hours
- Need your book longer than expected? Extending your rental is simple
- Our customer support team is always here to help
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... MORE
| Foreword | vii | ||
| |||
| Introduction | xi | ||
| The Author | xix | ||
| Prologue | 1 | (4) | |
| 1 The State of Performing Arts ... MORE | 5 | (20) | |
| 2 Exploring Characteristics of Current and Potential Performing Arts Audiences | 25 | (24) | |
| 3 Understanding the Consumer Mind-Set | 49 | (16) | |
| 4 Planning Strategy and Applying the Strategic Marketing Process | 65 | (24) | |
| 5 Using Strategic Marketing to Define, Deliver, and Communicate Value | 89 | (28) | |
| 6 Delivering Value Through Pricing Strategies | 117 | (26) | |
| 7 Conducting and Using Marketing Research | 143 | (20) | |
| 8 Leveraging the Internet and E-Mail Marketing | 163 | (30) | |
| 9 Identifying and Capitalizing on Brand Identity | 193 | (16) | |
| 10 Building Loyalty: Subscriptions and Beyond | 209 | (26) | |
| 11 Valuing the Single Ticket Buyer | 235 | (14) | |
| 12 Focusing on the Customer Experience and Delivering Great Customer Service | 249 | (14) | |
| Epilogue | 263 | (4) | |
| Notes | 267 | (14) | |
| Index | 281 |
Joanne Bernstein is the executive director of Lake Forest Symphony in Illinois
Please wait while this item is added to your cart...
