Foreword (Philip Kotler). Introduction. The Author. 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 …
This resource shows arts managers and marketers how to reevaluate their marketing strategies in light of changes in their audiences, the economy, and the place the arts hold in people's lives. It offers both long-range marketing planning and short-term solutions.
Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsiv…
Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsiv…
Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsiv…