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010 _a 96010225
011 _aBIB MATCHES WORLDCAT
020 _a0875847374
_qalk. paper
020 _a9780875847375
_qalk. paper
035 _a(ATU)b10415518
035 _a(OCoLC)34283029
040 _aDLC
_beng
_erda
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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]
264 4 _c©1997
300 _axii, 560 pages :
_billustrations ;
_c24 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
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
942 _cB
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