Standing Room Only: Strategies for Marketing the Performing Arts

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Overview

A complete and up-to-date sourcebook of marketing strategies and techniques for music, dance, opera, and theater organizations, Standing Room Only is an indispensable tool for performing arts managers, marketers, board members, fund-raisers, educators, donors, corporate sponsors, and consultants. Written by one of the world's leading marketing authorities and a well-known educator and consultant to the arts management community, the book will significantly help performing arts organizations define their goals and improve their practices and impact - while ensuring that they remain true to their artistic and public missions. From cultivating an organizationwide marketing mind-set, doing market research, and understanding your target market to delivering an effective message, designing attractive offerings, managing volunteers, and sustaining viability through fund-raising, the book covers everything you need to know to put a strategic marketing program in place and run it for the future. Standing Room Only offers dozens of examples of innovative and effective marketing strategies from performing arts organizations all over the world - strategies that will ensure that the performing arts will prosper in today's rapidly changing social, economic, and demographic climate.
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Product Details

  • ISBN-13: 9780875847375
  • Publisher: Harvard Business Review Press
  • Publication date: 1/28/1997
  • Pages: 560
  • Product dimensions: 8.00 (w) x 9.30 (h) x 1.70 (d)

Table of Contents

Preface
1 The Performing Arts: A Growing Crisis? 3
2 The Marketing Mind-Set 29
3 A Promising Answer: Strategic Market Planning 47
4 Understanding the Performing Arts Audience 67
5 Identifying Market Segments, Selecting Target Markets, and Positioning the Offer 93
6 Determining Market Size and Desires: Market Research 123
7 Identifying the Competition and Potential Collaborators 157
8 Defining and Positioning the Product Offering 189
9 Pricing the Performances for Cost and Value 219
10 Managing Location, Capacity, and Ticket Distribution Systems 239
11 Building Audience Frequency and Loyalty 261
12 Formulating the Communication Strategy 299
13 Developing Effective Advertising and Sales Promotion 321
14 Employing Direct Marketing and Database Marketing 345
15 Improving Image and Visibility through Public Relations 375
16 Designing and Managing a Market-Effective Organization and Its Volunteer Programs 409
17 Marketing Plans, Budgets, Implementation, and Control 431
18 Attracting Funds and Other Resources 477
19 Audiences for Now - Audiences for the Future 513
Name Index 541
Organization Index 545
Subject Index 549
About the Authors 559
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