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005 | 20221110065108.0 | ||
008 | 980105s1997 maua b 001 0 eng d | ||
010 | _a 96010225 | ||
011 | _aBIB MATCHES WORLDCAT | ||
020 |
_a0875847374 _qalk. paper |
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020 |
_a9780875847375 _qalk. paper |
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035 | _a(ATU)b10415518 | ||
035 | _a(OCoLC)34283029 | ||
040 |
_aDLC _beng _erda _cDLC _dBAKER _dNLGGC _dBTCTA _dYDXCP _dEYM _dCDX _dHALAN _dATU |
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050 | 0 | 0 |
_aPN1590.M27 _bK68 1997 |
082 | 0 | 4 | _a791.0688 |
100 | 1 |
_aKotler, Philip _eauthor. _9306399 |
|
245 | 1 | 0 |
_aStanding room only : _bstrategies for marketing the performing arts / _cPhilip Kotler, Joanne Scheff. |
264 | 1 |
_aBoston, Mass. : _bHarvard Business School Press, _c[1997] |
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264 | 4 | _c©1997 | |
300 |
_axii, 560 pages : _billustrations ; _c24 cm |
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336 |
_atext _btxt _2rdacontent |
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337 |
_aunmediated _bn _2rdamedia |
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338 |
_avolume _bnc _2rdacarrier |
||
500 | _a"Published in association with Americans for the Arts.". | ||
504 | _aIncludes bibliographical references and index. | ||
505 | 0 | 0 |
_tPreface -- _g1. _tThe Performing Arts: A Growing Crisis? -- _g2. _tThe Marketing Mind-Set -- _g3. _tA Promising Answer: Strategic Market Planning -- _g4. _tUnderstanding the Performing Arts Audience -- _g5. _tIdentifying Market Segments, Selecting Target Markets, and Positioning the Offer -- _g6. _tDetermining Market Size and Desires: Market Research -- _g7. _tIdentifying the Competition and Potential Collaborators -- _g8. _tDefining and Positioning the Product Offering -- _g9. _tPricing the Performances for Cost and Value -- _g10. _tManaging Location, Capacity, and Ticket Distribution Systems -- _g11. _tBuilding Audience Frequency and Loyalty -- _g12. _tFormulating the Communication Strategy -- _g13. _tDeveloping Effective Advertising and Sales Promotion -- _g14. _tEmploying Direct Marketing and Database Marketing -- _g15. _tImproving Image and Visibility through Public Relations -- _g16. _tDesigning and Managing a Market-Effective Organization and Its Volunteer Programs -- _g17. _tMarketing Plans, Budgets, Implementation, and Control -- _g18. _tAttracting Funds and Other Resources -- _g19. _tAudiences for Now - Audiences for the Future -- _tName Index -- _tOrganization Index -- _tSubject Index -- _tAbout the Authors. |
520 | _aA 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. | ||
520 | _aperforming 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. | ||
520 | _astrategic 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. | ||
588 | _aMachine converted from AACR2 source record. | ||
650 | 0 |
_aPerforming arts _xMarketing _9712894 |
|
700 | 1 |
_aScheff, Joanne, _eauthor. _91031430 |
|
907 |
_a.b10415518 _b28-09-17 _c27-10-15 |
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