Arts Marketing Insights
Subtitle: The Dynamics of Building and Retaining Performing Arts Audiences
Contributors: Philip Kotler (Foreword)
Publisher: Jossey-Bass
Published: November 17, 2006
Format: Hardcover
Number of pages: 294
ISBN-13: 9780787978440
Subjects: Sales & marketing; The Arts: General Issues; Pop Arts / Pop Culture; Business/Economics; Business & Economics; Business Aspects; Marketing - General; Business & Economics / Nonprofit Organizations & Charities; Nonprofit Organizations & Charities; Marketing; Performing arts
First sentence: Unlike the classics, which remain fresh for each generation, many aspects of the performing arts world are in constant flux.
Description: Arts Marketing Insights offers strategies to address the changing lifestyles, needs, interests, and preferences of their current and potential audiences. nonprofit performing arts managers, marketers, board members, and professors and students of arts management Joanne Scheff 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. 

Bernstein helps readers understand current and potential 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. This book combines the best of proven marketing wisdom with viable new ideas and approaches that arts marketers can adopt to help their organizations thrive and realize their artistic missions.
Notes: Table of Contents
Foreword vii
Philip Kotler
Introduction xi
The Author xix
Prologue 1
 The State of Performing Arts Attendance and the
State of Marketing 5
 Exploring Characteristics of Current and Potential
Performing Arts Audiences 25
 Understanding the Consumer Mind-Set 49
 Planning Strategy and Applying the Strategic Marketing
Process 65
 Using Strategic Marketing to Define, Deliver, and
Communicate Value 89
v
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 Delivering Value Through Pricing Strategies 117
 Conducting and Using Marketing Research 143
 Leveraging the Internet and E-Mail Marketing 163
 Identifying and Capitalizing on Brand Identity 193
 Building Loyalty: Subscriptions and Beyond 209
 Valuing the Single Ticket Buyer 235
 Focusing on the Customer Experience and Delivering
Great Customer Service 249
Epilogue 263
Notes 267
Index 281
vi Contents
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