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| Titel |
Customers of performing arts organisations : are subscribers different from nonsubscribers? |
| Auteur |
M.S. Johnson, E. Garbarino |
| Tijdschrifttitel |
In: International journal of nonprofit and voluntary sector marketing. 6(2001)1(.66-77) |
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| Trefwoorden |
publiek, kunst, culturele organisaties, marketing, onderzoek, reducties, Verenigde Staten, tijdschriftartikelen (vorm) |
Samenvatting
Audience studies of the customers of cultural organisations have generally focused on usage differences (eg nonusers, frequent users) rather than subscriber/nonsubscriber differences. Based on theories of relationship marketing, the paper describes how relational subscribers may differ from nonsubscribing customers who frequent the arts but are more transactional in their exchanges with the cultural organisation. |
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