| Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences Contributor(s): Bernstein, Joanne Scheff (Author), Kotler, Philip (Foreword by) |
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ISBN: 0787978442 ISBN-13: 9780787978440 Publisher: Jossey-Bass OUR PRICE: $31.30 Product Type: Hardcover - Other Formats Published: November 2006 Annotation: Praise for "Arts Marketing Insights" "This isn't just a great handbook for arts marketers--it should be required reading for board members, too. It debunks, challenges, and clarifies a lot about consumer behavior and marketing best practices for the arts and backs it up with evidence." "Joanne Scheff Bernstein has written the best manual I know on arts marketing. She never loses sight of the deep and unchanging value of the art itself, while offering a panoply of fascinating and useful ideas for getting it to more people." "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." "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." "This book presents an innovative framework for a fresh understanding of arts audiences whose market behavior has become more sophisticated in recent years." ""Arts Marketing Insights" addresses the most critical issues facing every arts administrator involved in cultivating long-lasting relationships with audiences. Joanne Scheff Bernstein's observations and suggestions will stimulate valuable creative thinking across all departments." "I view this book, "Arts Marketing Insights," as the performing arts bible for the times." |
| Additional Information |
| BISAC Categories: - Performing Arts | Business Aspects - Business & Economics | Marketing - General - Business & Economics | Nonprofit Organizations & Charities - General |
| Dewey: 791.069 |
| LCCN: 2006029093 |
| Physical Information: 1.11" H x 6.32" W x 9.18" (1.14 lbs) 320 pages |
| Descriptions, Reviews, Etc. |
| Publisher 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. |