Arts Marketing Insights
The Dynamics of Building and Retaining Performing Arts Audiences
Arts Marketing Insights offers managers, board members,professors, and students of arts management the ideas andinformation they need to market effectively and efficiently tocustomers today and into the future. In this book, Joanne ScheffBernstein helps readers to understand performing arts audiences,conduct research, and provide excellent customer service. Shedemonstrates that arts organizations can benefit by expanding themeaning of "valuable customer" to include single-ticket buyers. Sheoffers guidance on long-range marketing planning and helps readersunderstand how to leverage the Internet and e-mail as powerfulmarketing channels. Bernstein presents vivid case studies andexamples that illustrate her strategic principles in action fromorganizations large and small in the United States, Great Britain,Australia, and other countries.
320 pages; ISBN 9781118046821
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Title: Arts Marketing Insights
Author: Joanne Scheff Bernstein; Philip Kotler