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Arts Marketing Insights

By Bernstein, Joanne Scheff

Arts Marketing Insights book

Arts Marketing Insights

Only 1 item left in stock
Description
ARTS MARKETING INSIGHTS Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become 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 before. 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 changing lifestyles, needs, interests, and preferences of their current and potential audiences. 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. 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.
Product details
Edition:
1
Number of Pages:
320
Release Date:
2006-11-02
Publication Date:
2006-11-01
Publisher:
Wiley
Languages:
Original: English
ISBN10:
0787978442
ISBN13:
9780787978440
Weight:
615 g
Height:
157 cm
Width:
235 cm
Thickness:
22 cm

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The items bear minimal signs of past use, such as light scratches or memories in the form of markings. These signs of wear give the items a charming character and tell stories of their previous owners, while not affecting their functionality.
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