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Standing Room Only Marketing Insights for Engaging Performing Arts Audiences 2nd Edition by Joanne Scheff Bernstein ISBN 1137282932 9781137282934

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Product details:

ISBN 10: 1137282932
ISBN 13: 9781137282934
Author: Joanne Scheff Bernstein

Standing Room Only combines practical advice for creating a strategic marketing program and maintaining a successful performing arts organization. This revised edition lays out a framework to navigate the digital age, from online ticketing options, to marketing options in social, and mobile media.
 

Standing Room Only Marketing Insights for Engaging Performing Arts Audiences 2nd Edition Table of contents:

1. The Performing Arts: History and Issues—an Ongoing Crisis? A Growing Crisis?

2. The Evolution and Principles of Marketing

3. Understanding the Performing Arts Market: How Consumers Think

4. Exploring Characteristics of Current and Potential Performing Arts Attenders

5. Planning Strategy and Applying the Strategic Marketing Process

6. Identifying Market Segments, Selecting Target Markets, and Positioning the Offer

7. Conducting and Using Marketing Research

8. Using Strategic Marketing to Define and Analyze the Product Offering

9. Managing Location, Capacity, and Ticketing Systems

10. Focusing on Value and Optimizing Revenue through Pricing Strategies

11. Identifying and Capitalizing on Brand Identity

12. Formulating Communications Strategies

13. Delivering the Message: Advertising, Personal Selling, Sales Promotion, Public Relations, and Cr

14. Harnessing and Leveraging the Power of Digital Marketing Methods

15. Building Audience Frequency and Loyalty

16. Focusing on the Customer Experience and Delivering Great Customer Service

17. Audiences for Now; Audiences for the Future

Notes

Index

 

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Tags: Joanne Scheff Bernstein, Standing RoomMarketing Insights, Engaging Performing