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Standing room only : strategies for marketing the performing arts /

By: Contributor(s): Publication details: Boston, Mass. : Harvard Business School Press, ©1997.Description: xii, 560 pages : illustrations ; 24 cmISBN:
  • 0875847374
  • 9780875847375
Subject(s):
Contents:
Defining the mission -- The performing arts -- A growing crisis? -- The marketing mind-set -- A promising answer: strategic market planning -- Understanding the performing arts market -- Understanding the performing arts audience -- Identifying market segments, selecting target markets, and positioning the offer -- Determining market size and desires: market research -- Identifying the competition and potential collaborators -- Developing the strategy -- Defining and positioning the product offering -- Pricing the performances for cost and value -- Managing, capacity, and ticket distribution systems -- Building audience and loyalty -- Delivering the message -- Formulating the communication strategy -- Developing effective advertising and sales promotion -- Improving image and visibility through public relations -- Designing and managing a market-effective organization and its volunteer programs -- Marketing plans, budges, implementation, and control -- Securing the future -- Attracting funds and other resources -- Audiences for now- audiences for the future.
Summary: From cultivating an organisation wide 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 strategic 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.
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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Book Book Whitecliffe Library General Shelves General HF 5415 KOT (Browse shelf(Opens below)) 1 Available 0006728

"Published in association with Americans for the Arts."

Includes bibliographical references and index.

Defining the mission -- The performing arts -- A growing crisis? -- The marketing mind-set -- A promising answer: strategic market planning -- Understanding the performing arts market -- Understanding the performing arts audience -- Identifying market segments, selecting target markets, and positioning the offer -- Determining market size and desires: market research -- Identifying the competition and potential collaborators -- Developing the strategy -- Defining and positioning the product offering -- Pricing the performances for cost and value -- Managing, capacity, and ticket distribution systems -- Building audience and loyalty -- Delivering the message -- Formulating the communication strategy -- Developing effective advertising and sales promotion -- Improving image and visibility through public relations -- Designing and managing a market-effective organization and its volunteer programs -- Marketing plans, budges, implementation, and control -- Securing the future -- Attracting funds and other resources -- Audiences for now- audiences for the future.

From cultivating an organisation wide 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 strategic 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.

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