Arts marketing insights : the dynamics of building and retaining performing arts audiences / Joanne Scheff Bernstein
Detalles de publicación: San Francisco : Jossey-Bass, 2007Edición: 1rst edDescripción: XX, 294 pISBN:- 9780787978440
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 01372 | 1 | Disponible | 1900126920 |
Foreword / Philip Kotler -- Introduction -- The author -- Prologue -- 1. The State of the Performing Arts Attendance and the State of Marketing -- 2. Exploring Characteristics of Current and Potential Performing Arts Audiences -- 3. Understanding the Consumer Mind-Set -- 4. Planning Strategy and Applying the Strategic Marketing Process -- 5. Using Strategic Marketing to Define, Deliver, and Communicate Value -- 6. Delivering Value Through Pricing Strategies -- 7. Conducting and Using Market Research -- 8. Leveraging the Internet and E-mail Marketing -- 9. Identifying and Capitalizing on Brand Identity -- 10. Building Loyalty: Subscriptions and Beyond -- 11. Valuing the Single Ticket Buyer -- 12. Focusing on the Customer Experience and Delivering Great Customer Service -- Epilogue -- Notes -- Index
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