Arts marketing insights : the dynamics of building and retaining performing arts audiences (Book, 2007) [WorldCat.org]
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Arts marketing insights : the dynamics of building and retaining performing arts audiences

Author: Joanne Scheff Bernstein
Publisher: San Francisco : Jossey-Bass, ©2007.
Series: MyiLibrary.
Edition/Format:   Print book : English : 1st edView 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 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  Read more...
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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Joanne Scheff Bernstein
ISBN: 9780787978440 0787978442
OCLC Number: 71286642
Description: xx, 294 pages ; 24 cm
Contents: 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.
Series Title: MyiLibrary.
Responsibility: Joanne Scheff Bernstein ; foreword by Philip Kotler.
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Abstract:

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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"...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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