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| Titel |
Relationship marketing, audience retention and performing arts organisation viability |
| Auteur |
R. Rentschler, ... [et al.] |
| Tijdschrifttitel |
In: International journal of nonprofit and voluntary sector marketing. 7(2002)2(May.118-130) |
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| Trefwoorden |
marketing, publiek, podiumkunsten, Australië, tijdschriftartikelen (vorm) |
Samenvatting
Marketing strategy in performing arts organisations has become particularly important in the increasingly competitive environment in which the arts operate. Since the late 1980s there has been a necessary shift in focus to audience development away from product development. Little attention has been paid to building enduring relationships with existing audiences as a way of having a more dramatic impact on performing arts organisations' long-term viability. This paper explores this theme through relationship marketing and the implication of retaining existing audiences. The structure is modelled as a dynamic conceptualisation of the relationships (audience and organisation) to assist arts managers to decide whether to focus their efforts on catching or keeping customers to maximise earned income. |
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