Книга "Arts Marketing Insights. The Dynamics of Building and Retaining Performing Arts Audiences" рассказывает о том, как меняется поведение аудитории в области искусства и как это влияет на маркетинговые стратегии организаций, занимающихся некоммерческим искусством. Автор книги, Джоанн Шефф Бернстайн, предлагает практические советы и идеи для эффективного и эффективного маркетинга, основанные на исследованиях поведения аудитории в области искусства. Она также рассматривает, каким образом изменения в образе жизни, интересах и потребностях аудитории влияют на маркетинговые стратегии. Книга содержит много кейс-стади и примеров из США, Великобритании, Австралии и других стран, которые помогают читателям понять, как можно применять стратегии маркетинга в реальной жизни для привлечения и удержания аудитории. В книге также рассказывается о том, как организации могут расширить понятие "ценных клиентов", чтобы включить покупателей одиночных билетов и как использовать Интернет и электронную почту в качестве мощных маркетинговых каналов. Книга предназначена для менеджеров, членов советов директоров, преподавателей и студентов в области искусственного менеджмента.
Audience behavior started to change dramatically in the 1990's. People today buy tickets more spontaneously and tend to look for specific programs rather than subscriptions. The performers'audience also expects more responsive service than they used to get. This book takes a look at all these things and shows which marketing strategies used to work for nonprofit artists will not work so much anymorein the present time. It also shows what marketing strategies artists can use to attract and keep their audience in changing times.
Электронная Книга «Arts Marketing Insights. The Dynamics of Building and Retaining Performing Arts Audiences» написана автором Philip Kotler в году.
Минимальный возраст читателя: 0
Язык: Английский
ISBN: 9780787994204
Описание книги от Philip Kotler
Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsive customer service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences. Arts Marketing Insights offers managers, board members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the future. In this book, Joanne Scheff Bernstein helps readers to understand performing arts audiences, conduct research, and provide excellent customer service. She demonstrates that arts organizations can benefit by expanding the meaning of «valuable customer» to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries.
