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

Author: Joanne Scheff Bernstein
Publisher: San Francisco, Calif. : John Wiley & Sons ; Chichester : John Wiley [distributor], ©2007.
Edition/Format:   Print book : EnglishView all editions and formats
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  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Joanne Scheff Bernstein
ISBN: 9780787978440 0787978442
OCLC Number: 123795909
Description: xx, 294 pages
Contents: 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.
Responsibility: Joanne Scheff Bernstein.
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"...the chapters stand as worthwhile updates of a field that has faced a variety of changes and challenges in that intervening decade." (Nonprofit and Voluntary Sector Quarterly, 05/01/2008)

 
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