{"product_id":"arts-marketing-insights-9780787978440","title":"Arts Marketing Insights","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eAudience 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 responsive customer service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences.  \u003cp\u003e\u003ci\u003eArts Marketing Insights\u003c\/i\u003e offers managers, board members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the future. In this book, Joanne Scheff Bernstein helps\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e“…the chapters stand as worthwhile updates of a field that has faced a variety of changes and challenges in that intervening decade.” (\u003ci\u003eNonprofit and Voluntary Sector Quarterly\u003c\/i\u003e, 05\/01\/2008)\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eForeword vii\u003cbr\u003e\u003ci\u003ePhilip Kotler\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eIntroduction xi\u003c\/p\u003e \u003cp\u003eThe Author xix\u003c\/p\u003e \u003cp\u003ePrologue 1\u003c\/p\u003e \u003cp\u003e1 The State of Performing Arts Attendance and the State of Marketing 5\u003c\/p\u003e \u003cp\u003e2 Exploring Characteristics of Current and Potential Performing Arts Audiences 25\u003c\/p\u003e \u003cp\u003e3 Understanding the Consumer Mind-Set 49\u003c\/p\u003e \u003cp\u003e4 Planning Strategy and Applying the Strategic Marketing Process 65\u003c\/p\u003e \u003cp\u003e5 Using Strategic Marketing to Define, Deliver, and Communicate Value 89\u003c\/p\u003e \u003cp\u003e6 Delivering Value Through Pricing Strategies 117\u003c\/p\u003e \u003cp\u003e7 Conducting and Using Marketing Research 143\u003c\/p\u003e \u003cp\u003e8 Leveraging the Internet and E-Mail Marketing 163\u003c\/p\u003e \u003cp\u003e9 Identifying and Capitalizing on Brand Identity 193\u003c\/p\u003e \u003cp\u003e10 Building Loyalty: Subscriptions and Beyond 209\u003c\/p\u003e \u003cp\u003e11 Valuing the Single Ticket Buyer 235\u003c\/p\u003e \u003cp\u003e12 Focusing on the Customer Experience and Delivering Great Customer Service 249\u003c\/p\u003e \u003cp\u003eEpilogue 263\u003c\/p\u003e \u003cp\u003eNotes 267\u003c\/p\u003e \u003cp\u003eIndex 281\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49405050487127,"sku":"9780787978440","price":999.99,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/arts-marketing-insights-9780787978440","provider":"Book Curl","version":"1.0","type":"link"}