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Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences

ISBN: 978-0-7879-7844-0
320 pages
November 2006, Jossey-Bass
Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences (0787978442) cover image

Description

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 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.

Arts Marketing Insights 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 readers to understand performing arts audiences, conduct research, and provide excellent customer service. She demonstrates that arts organizations can benefit by expanding the meaning of "valuable customer" to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries.

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Table of Contents

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 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.

Epilogue.

Notes.

Index.

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Author Information

The Author

JOANNE SCHEFF BERNSTEIN, coauthor of the acclaimed and best-selling Standing Room Only, is an educator, consultant, speaker, and author in the field of arts and culture management and marketing. She is adjunct associate professor of business institutions at Northwestern University and taught arts management at the Kellogg Graduate School of Management for eight years. She consults with arts and service organizations and speaks frequently to audiences worldwide.

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Reviews

“…the chapters stand as worthwhile updates of a field that has faced a variety of changes and challenges in that intervening decade.” (Nonprofit and Voluntary Sector Quarterly, 05/01/2008)

"I view this book, Arts Marketing Insights, as the performing arts bible for the times."
—Philip Kotler, Kellogg School of Management, Northwestern University

"With the same rigor, intelligence, and practicality she brings to her consulting work, Joanne Scheff Bernstein challenges readers of her new book to rethink old ways of marketing the arts. A ‘must include’ in any performing arts manager’s library."
—Glenn McCoy, executive director, San Francisco Ballet

"The needs and behavior of audiences for the performing arts have changed fundamentally since 9/11. Joanne Scheff Bernstein records these changes and offers invaluable insights into how they can be addressed by laying out the necessity for a new order of thinking."
—Robert J. Orchard, executive director, American Repertory Theatre and Institute for Advanced Theatre Training at Harvard University

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