| Description |
1 online resource (421 pages) |
| Contents |
Cover; Title; Copyright; Dedication; Contents; List of Tables and Exhibits; Foreword; Introduction; Chapter 1 The Performing Arts:; Chapter 2 The Evolution and Principles of Marketing; Chapter 3 Understanding the Performing Arts Market:; Chapter 4 Exploring Characteristics of Current and Potential Performing Arts Attenders; Chapter 5 Planning Strategy and Applying the Strategic Marketing Process; Chapter 6 Identifying Market Segments, Selecting Target Markets, and Positioning the Offer; Chapter 7 Conducting and Using Marketing Research |
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Chapter 8 Using Strategic Marketing to Define and Analyze the Product OfferingChapter 9 Managing Location, Capacity, and Ticketing Systems; Chapter 10 Focusing on Value and Optimizing Revenue through Pricing Strategies; Chapter 11 Identifying and Capitalizing on Brand Identity; Chapter 12 Formulating Communications Strategies; Chapter 13 Delivering the Message:; Chapter 14 Harnessing and Leveraging the Power of Digital Marketing Methods; Chapter 15 Building Audience Frequency and Loyalty; Chapter 16 Focusing on the Customer Experience and Delivering Great Customer Service |
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Chapter 17 Audiences for Now Audiences for the Future; Notes; Index |
| Summary |
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 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Performing arts -- Marketing.
|
| Form |
Electronic book
|
| ISBN |
9781137375698 (electronic bk.) |
|
1137375698 (electronic bk.) |
|
(print) |
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