| Description |
pages cm |
| Contents |
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 applying the strategic marketing process -- 5. Using strategic marketing to define, deliver, and communicate value -- 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 great customer service |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Performing arts -- Marketing.
|
| LC no. |
2006029093 |
| ISBN |
9780787978440 |
|
0787978442 |
|
