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Publisher | John Wiley & Sons Inc (US) |
Author(s) | Joanne Scheff Bernstein / Philip Kotler |
Subtitle | The Dynamics of Building and Retaining Performing Arts Audiences |
Edition | 1 |
Published | 2nd November 2006 |
Related course codes |
The Dynamics of Building and Retaining Performing Arts Audiences
Audience behavior began to shift dramatically in the mid 1990s.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. In this book, Joanne Scheff
Bernstein helps readers to understand performing arts audiences,
conduct research, and provide excellent customer service. She
demonstrates that arts organizations can benefit by expanding the
meaning of "valuable customer" to include single-ticket buyers. She
offers guidance on long-range marketing planning and helps readers
understand how to leverage the Internet and e-mail as powerful
marketing channels. Bernstein presents vivid case studies and
examples that illustrate her strategic principles in action from
organizations large and small in the United States, Great Britain,
Australia, and other countries.