Standing room only : marketing insights for engaging performing arts audiences /
"First published in 1997, Standing Room Only has long been considered the marketing bible for theatre organizations and was the collaborative effort of two professors from Northwestern University's Kellogg School of Business, consistently one of the top-ranked business schools in the natio...
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| Formato: | Livro |
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New York, NY :
Palgrave Macmillan,
[2014]
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| Edição: | Second edition. |
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Sumário:
- Machine generated contents note:
- Introduction1.The Performing Arts: History And Issues; An Ongoing Crisis? A Growing Crisis?2.The Evolution and Principles of Marketing3.Understanding the Performing Arts Market: How Consumers Think4.Exploring Characteristics of Current and Potential Performing Arts Attenders5.Planning Strategy and Applying the Strategic Marketing Process6.Identifying Market Segments, Selecting Target Markets, and Positioning the Offer7.Conducting and Using Market Research8.Using Strategic Marketing to Define and Analyze the Product Offering9.Managing Location, Capacity, and Ticketing Systems10.Delivering Value and Maximizing Revenue Through Pricing Strategies11.Identifying and Capitalizing on Brand Identity12.Formulating Communications Strategies13.Delivering the Message: Advertising, Personal Selling, Sales Promotion, Public Relations, and Crisis Management14.Harnessing and Leveraging the Power of Digital Marketing Methods15.Building Audience Frequency and Loyalty16.Focusing on the Customer Experience and Delivering Great Customer Service17.Audiences for Now; Audiences for the Future.