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

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Audience behavior began to shift dramatically in the mid 1990s.Since then, people have become more spontaneous in purchasingtickets and increasingly prefer to choose specific programs toattend rather than to buy a subscription series. Arts attendersalso expect more responsive customer service than ever before.Because of these and other factors, many audience developmentstrategies that sustained nonprofit arts organizations in the pastare no longer dependable and performing arts marketers face manynew challenges in their efforts to build and retain theiraudiences. Arts organizations must learn how to be relevant to thechanging lifestyles, needs, interests, and preferences of theircurrent and potential audiences.

Arts Marketing Insights offers managers, board members,professors, and students of arts management the ideas andinformation they need to market effectively and efficiently tocustomers today and into the future. In this book, Joanne ScheffBernstein helps readers to understand performing arts audiences,conduct research, and provide excellent customer service. Shedemonstrates that arts organizations can benefit by expanding themeaning of "valuable customer" to include single-ticket buyers. Sheoffers guidance on long-range marketing planning and helps readersunderstand how to leverage the Internet and e-mail as powerfulmarketing channels. Bernstein presents vivid case studies andexamples that illustrate her strategic principles in action fromorganizations large and small in the United States, Great Britain,Australia, and other countries.

In Arts Marketing Insights, Joanne Scheff Bernstein providesstrategies to address changing customer values in a dynamicbusiness environment. This book combines the best of provenmarketing wisdom with viable new ideas and approaches that artsmarketers can adopt to help their organizations thrive and realizetheir artistic missions.

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Editorial Reviews

From the Publisher
“…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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Product Details

  • ISBN-13: 9780787978440
  • Publisher: Wiley
  • Publication date: 11/17/2006
  • Edition number: 1
  • Pages: 320
  • Sales rank: 572,615
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.20 (d)

Meet the Author

Joanne Bernstein is the executive director of Lake Forest Symphony in Illinois.

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Table of Contents

Foreword (Philip Kotler).


The Author.


1. The State of Performing Arts Attendance and the State ofMarketing.

2. Exploring Characteristics of Current and Potential PerformingArts Audiences.

3. Understanding the Consumer Mind-Set.

4. Planning Strategy and Applying the Strategic MarketingProcess.

5. Using Strategic Marketing to Define, Deliver, and CommunicateValue.

6. Delivering Value Through Pricing Strategies.

7. Conducting and Using Marketing 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 GreatCustomer Service.




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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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