Standing room only : strategies for marketing the performing arts / Philip Kotler, Joanne Scheff
Detalles de publicación: Boston : Harvard Business School Press, 1997Descripción: xi, 560 pISBN:- 0875847374
Tipo de ítem | Biblioteca actual | Colección | Signatura topográfica | Copia número | Estado | Fecha de vencimiento | Código de barras | |
---|---|---|---|---|---|---|---|---|
Libro | Centre d' Informació i Documentació del CERC Sala | General | S 01380 | 1 | Disponible | 1900058386 |
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
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