Detalles MARC
| 000 -CABECERA |
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| Campo de control de longitud fija |
03491nam a2200253 a 4500 |
| 001 - NÚMERO DE CONTROL |
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| Campo de control |
vtls000005388 |
| 003 - IDENTIFICADOR DEL NÚMERO DE CONTROL |
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| Campo de control |
ES-BaOER |
| 005 - FECHA Y HORA DE LA ÚLTIMA TRANSACCIÓN |
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| Campo de control |
20160520081515.0 |
| 008 - CÓDIGOS DE INFORMACIÓN DE LONGITUD FIJA |
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| Campo de control de longitud fija |
130626s1997 xxu|||||| 0|| ||eng|d |
| 020 ## - NÚMERO INTERNACIONAL NORMALIZADO PARA LIBROS (ISBN) |
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| Número Internacional Normalizado para Libros (ISBN) |
0875847374 |
| 035 ## - NÚMERO DE CONTROL DEL SISTEMA |
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| Número de control del sistema |
0005-38860 |
| 040 ## - FUENTE DE LA CATALOGACIÓN |
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| Centro catalogador de origen |
ES-BaOER |
| Lengua de catalogación |
cat |
| Centro transcriptor |
ES-BaOER |
| 100 1# - PUNTO DE ACCESO PRINCIPAL - NOMBRE DE PERSONA |
|---|
| Nombre de persona |
Kotler, Philip |
| 9 (RLIN) |
1084 |
| 245 10 - MENCIÓN DE TÍTULO |
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| Título |
Standing room only : |
| Resto del título |
strategies for marketing the performing arts / |
| Mención de responsabilidad etc. |
Philip Kotler, Joanne Scheff |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Lugar de publicación distribución etc. |
Boston : |
| Nombre del editor distribuidor etc. |
Harvard Business School Press, |
| Fecha de publicación distribución etc. |
1997 |
| 300 ## - DESCRIPCIÓN FÍSICA |
|---|
| Extensión |
xi, 560 p. |
| 520 ## - NOTA DE RESUMEN |
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| Resumen |
A complete and up-to-date sourcebook of marketing strategies and techniques for music, dance, opera, and theater organizations, Standing Room Only is an indispensable tool for performing arts managers, marketers, board members, fund-raisers, educators, donors, corporate sponsors, and consultants. Written by one of the world's leading marketing authorities and a well-known educator and consultant to the arts management community, the book will significantly help performing arts organizations define their goals and improve their practices and impact - while ensuring that they remain true to their artistic and public missions. From cultivating an organizationwide marketing mind-set, doing market research, and understanding your target market to delivering an effective message, designing attractive offerings, managing volunteers, and sustaining viability through fund-raising, the book covers everything you need to know to put a strategic marketing program in place and run it for the future. Standing Room Only offers dozens of examples of innovative and effective marketing strategies from performing arts organizations all over the world - strategies that will ensure that the performing arts will prosper in today's rapidly changing social, economic, and demographic climate. (Font: Editor) |
| 595 ## - Sumario |
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| Sumario |
Preface -- I. Defining the mission: 1. The Performing Arts: A Growing Crisis? ; 2. The Marketing Mind-Set ; 3. A Promising Answer: Strategic Market Planning -- II. Understanding the performing arts market: 4. Understanding the Performing Arts Audience ; 5. Identifying Market Segments, Selecting Target Markets, and Positioning the Offer ; 6. Determining Market Size and Desires: Market Research ; 7. Identifying the Competition and Potential Collaborators -- III. Developing the strategy: 8. Defining and Positioning the Product Offering ; 9. Pricing the Performances for Cost and Value ; 10. Managing Location, Capacity, and Ticket Distribution Systems ; 11. Building Audience Frequency and Loyalty -- IV. Delivering the message: 12. Formulating the Communication Strategy ; 13. Developing Effective Advertising and Sales Promotion ; 14. Employing Direct Marketing and Database Marketing ; 15. Improving Image and Visibility through Public Relations -- V. Managing the organisation ; 16. Designing and Managing a Market-Effective Organization and Its Volunteer Programs ; 17. Marketing Plans, Budgets, Implementation, and Control VI. Securing the future: 18. Attracting Funds and Other Resources ; 19. Audiences for Now - Audiences for the Future -- Name Index -- Organization Index -- Subject Index -- About the Authors |
| 700 1# - PUNTO DE ACCESO ADICIONAL - NOMBRE DE PERSONA |
|---|
| Nombre de persona |
Scheff, Joanne |
| 9 (RLIN) |
10860 |
| 710 2# - PUNTO DE ACCESO ADICIONAL - NOMBRE DE ENTIDAD |
|---|
| Nombre de entidad o nombre de jurisdicción como elemento inicial |
Americans for the Arts |
| 9 (RLIN) |
4525 |
| 942 ## - ENTRADA PARA ELEMENTOS AGREGADOS (KOHA) |
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| Koha [por defecto] tipo de item |
Libro |
