Arts marketing insights : the dynamics of building and retaining performing arts audiences
Başlık:
Arts marketing insights : the dynamics of building and retaining performing arts audiences
ISBN:
9780787978440
Yayım Bilgisi:
San Francisco : Jossey-Bass , 2007.
Fiziksel Açıklamalar:
xx, 294 s. ; 24 cm.
Genel Not:
Kaynakça var.
Prologue 1 The State of Performing Arts Attendance and the State of Marketing 2 Exploring Characteristics of Current and Potential Performing Arts Audiences 3 Understanding the Consumer Mind-Set 4 Planning Strategy and Applying the Strategic Marketing Process 5 Using Strategic Marketing to Define, Deliver, and Communicate Value 6 Delivering Value Through Pricing Strategies 7 Conducting and Using Market Research 8 Leveraging the Internet and E-Mail Marketing 9 Identifying and Capitalizing on Brand Identity 10 Building Loyalty: Subscriptions and Beyond 11 Valuing the Single Ticket Buyer 12 Focusing on the Customer Experience and Delivering Great Customer Service Epilogue Notes Index
Özet:
Prologue 1 The State of Performing Arts Attendance and the State of Marketing 2 Exploring Characteristics of Current and Potential Performing Arts Audiences 3 Understanding the Consumer Mind-Set 4 Planning Strategy and Applying the Strategic Marketing Process 5 Using Strategic Marketing to Define, Deliver, and Communicate Value 6 Delivering Value Through Pricing Strategies 7 Conducting and Using Market Research 8 Leveraging the Internet and E-Mail Marketing 9 Identifying and Capitalizing on Brand Identity 10 Building Loyalty: Subscriptions and Beyond 11 Valuing the Single Ticket Buyer 12 Focusing on the Customer Experience and Delivering Great Customer Service Epilogue Notes Index