Arts Marketing Insights the Dynamics of Building and Retaining Performing Arts Audiences
Arts Marketing Insights : The Dynamics of Edifice and Retaining Performing Arts Audiences
Description
Audition behavior began to shift dramatically in the mid 1990s. Since then, people have get more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription serial. Arts attenders also expect more responsive client service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the by are no longer undecayed and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences. Arts Marketing Insights offers managers, lath members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the futurity. In this volume, Joanne Scheff Bernstein helps readers to understand performing arts audiences, conduct research, and provide excellent customer service.
She demonstrates that arts organizations tin can do good by expanding the meaning of "valuable customer" to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers sympathise how to leverage the Internet and e-postal service every bit 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, United kingdom of great britain and northern ireland, Australia, and other countries.
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Product details
- Hardback | 320 pages
- 163 ten 233 10 27mm | 526g
- 20 Dec 2006
- John Wiley & Sons Inc
- Jossey-Bass Inc.,U.S.
- New York, United States
- English
- 0787978442
- 9780787978440
- 530,791
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Audience beliefs began to shift dramatically in the mid 1990s. Since then, people have go more spontaneous in purchasing tickets and increasingly prefer to choose specific programs to attend rather than to buy a subscription series. Arts attenders also expect more responsive customer service than ever earlier. 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 and retain their audiences. Arts organizations must learn how to be relevant to the irresolute lifestyles, needs, interests, and preferences of their current and potential audiences.
Arts Marketing Insights offers managers, board members, professors, and students of arts direction the ideas and data they need to market effectively and efficiently to customers today and into the future. In this book, Joanne Scheff Bernstein helps readers to empathize performing arts audiences, conduct inquiry, and provide first-class client service. She demonstrates that arts organizations can benefit past expanding the meaning of "valuable client" to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Net and email as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in activity from organizations big and pocket-size in the U.s.a., Groovy United kingdom, Australia, and other countries.
In Arts Marketing Insights, Joanne Scheff Bernstein provides strategies to address changing customer values in a dynamic business environment. This book combines the all-time of proven marketing wisdom with viable new ideas and approaches that arts marketers can adopt to help their organizations thrive and realize their creative missions.
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Dorsum embrace copy
ARTS MARKETING INSIGHTS
Audition behavior began to shift dramatically in the mid 1990s. Since then, people have go more spontaneous in purchasing tickets and increasingly prefer to choose specific programs to attend rather than to buy a subscription serial. Arts attenders also expect more than responsive customer service than e'er before. Considering 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 up many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their electric current and potential audiences.
Arts Marketing Insights offers managers, lath members, professors, and students of arts management the ideas and information they need to marketplace 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 fantabulous client service. She demonstrates that arts organizations tin benefit by expanding the meaning of "valuable customer" to include unmarried-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Net and electronic mail equally powerful marketing channels.
Bernstein presents vivid case studies and examples that illustrate her strategic principles in activity from organizations large and minor in the The states, Great britain, Australia, and other countries.
In Arts Marketing Insights, Joanne Scheff Bernstein provides strategies to address changing customer values in a dynamic business environment. 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.
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Tabular array of contents
Foreword (Philip Kotler). Introduction. The Author. Prologue. one. The Land of Performing Arts Omnipresence and the State of Marketing. two. Exploring Characteristics of Current and Potential Performing Arts Audiences. iii. Understanding the Consumer Heed-Gear up. 4. Planning Strategy and Applying the Strategic Marketing Process. 5. Using Strategic Marketing to Define, Deliver, and Communicate Value. vi. Delivering Value Through Pricing Strategies. seven. Conducting and Using Marketing Research. 8. Leveraging the Net and East-Post Marketing. ix. Identifying and Capitalizing on Brand Identity. 10. Building Loyalty: Subscriptions and Beyond. 11. Valuing the Unmarried Ticket Buyer. 12. Focusing on the Customer Feel and Delivering Great Customer Service. Epilogue. Notes. Alphabetize.
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Review quote
"...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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Virtually Joanne Scheff Bernstein
Joanne Bernstein is the executive director of Lake Forest Symphony in Illinois.
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Source: https://www.bookdepository.com/Arts-Marketing-Insights-Joanne-Scheff-Bernstein/9780787978440
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