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| Titel |
Arts marketing insights : the dynamics of building and retaining performing arts audiences |
| Auteur |
J. Scheff Bernstein, Ph. Kotler |
| Plaats van uitgave |
San Francisco |
| Uitgever |
Jossey-Bass |
| Jaar van uitgave |
2007
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| ISBN |
978-0-7879-7844-0
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| Annotatie |
XXII, 294 p. : tab. ; 24 cm. - Lieratuuropgave: p. 267-280. - Met reg.
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| Trefwoorden |
marketingtheorie, publiekswerving, gedrag, publiek, podiumkunsten, sociale veranderingen, handboeken (vorm) |
Niet aanwezig in deze bibliotheek. Wel bij andere bibliotheken, zie |
Samenvatting
Audience behavior began to shift dramatically in the mid 1990s. Sinde then, people have become more spontaneous in purchasing tickets and increasingly prefer to choose specific programs to attend rather then to buy a subscription series. Performing arts marketeers have to develop new strategies to build and retain their audiences, such as pricing strategies, Internet and e-mail marketing and identifying and capitalizing on brand identity. Review in: International journal of arts management.11(2008)1(Fall.90). |
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