Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences / Edition 1

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More About This Textbook

Overview

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.

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Product Details

  • ISBN-13: 9780787978440
  • Publisher: Wiley
  • Publication date: 11/17/2006
  • Edition number: 1
  • Pages: 320
  • Sales rank: 922,552
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.20 (d)

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Sort by: Showing all of 2 Customer Reviews
  • Posted September 25, 2011

    more from this reviewer

    Great insights

    Every arts marketer needs to read this

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 28, 2007

    Opened my eyes and mind...

    This book helped me achieve a new level of understanding of how we can proactively build interest and audiences for the arts. There are so many doors to be opened and this book will help us find our way.

    Was this review helpful? Yes  No   Report this review
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