{"product_id":"arts-marketing-insights-isbn-9780787978440","title":"Arts Marketing Insights","description":"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.  \u003cp\u003e\u003ci\u003eArts Marketing Insights\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eForeword vii\u003cbr\u003e\u003ci\u003ePhilip Kotler\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eIntroduction xi\u003c\/p\u003e \u003cp\u003eThe Author xix\u003c\/p\u003e \u003cp\u003ePrologue 1\u003c\/p\u003e \u003cp\u003e1 The State of Performing Arts Attendance and the State of Marketing 5\u003c\/p\u003e \u003cp\u003e2 Exploring Characteristics of Current and Potential Performing Arts Audiences 25\u003c\/p\u003e \u003cp\u003e3 Understanding the Consumer Mind-Set 49\u003c\/p\u003e \u003cp\u003e4 Planning Strategy and Applying the Strategic Marketing Process 65\u003c\/p\u003e \u003cp\u003e5 Using Strategic Marketing to Define, Deliver, and Communicate Value 89\u003c\/p\u003e \u003cp\u003e6 Delivering Value Through Pricing Strategies 117\u003c\/p\u003e \u003cp\u003e7 Conducting and Using Marketing Research 143\u003c\/p\u003e \u003cp\u003e8 Leveraging the Internet and E-Mail Marketing 163\u003c\/p\u003e \u003cp\u003e9 Identifying and Capitalizing on Brand Identity 193\u003c\/p\u003e \u003cp\u003e10 Building Loyalty: Subscriptions and Beyond 209\u003c\/p\u003e \u003cp\u003e11 Valuing the Single Ticket Buyer 235\u003c\/p\u003e \u003cp\u003e12 Focusing on the Customer Experience and Delivering Great Customer Service 249\u003c\/p\u003e \u003cp\u003eEpilogue 263\u003c\/p\u003e \u003cp\u003eNotes 267\u003c\/p\u003e \u003cp\u003eIndex 281\u003c\/p\u003e “…the chapters stand as worthwhile updates of a field that has faced a variety of changes and challenges in that intervening decade.” (\u003ci\u003eNonprofit and Voluntary Sector Quarterly\u003c\/i\u003e, 05\/01\/2008)  \u003cp\u003e\u003cb\u003eJOANNE SCHEFF BERNSTEIN,\u003c\/b\u003e coauthor of the acclaimed and best-selling \u003ci\u003eStanding Room Only\u003c\/i\u003e, is an educator, consultant, speaker, and author in the field of arts and culture management and marketing. She is adjunct associate professor of business institutions at Northwestern University and taught arts management at the Kellogg Graduate School of Management for eight years. She consults with arts and service organizations and speaks frequently to audiences worldwide.\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eARTS MARKETING INSIGHTS\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003eAudience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer to choose specific programs to attend rather than to buy 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.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eArts Marketing Insights\u003c\/i\u003e 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.  \u003c\/p\u003e\u003cp\u003eBernstein 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.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eIn Arts Marketing Insights\u003c\/i\u003e, Joanne Scheff Bernstein provides strategies to address changing customer values in a dynamic business environment. This book combines the best of proven marketing wisdom with viable new ideas and approaches that arts marketers can adopt to help their organizations thrive and realize their artistic missions.    \"I view this book, \u003ci\u003eArts Marketing Insights\u003c\/i\u003e, as the performing arts bible for the times.\"\u003cbr\u003e —Philip Kotler, Kellogg School of Management, Northwestern University  \u003c\/p\u003e\u003cp\u003e\"With the same rigor, intelligence, and practicality she brings to her consulting work, Joanne Scheff Bernstein challenges readers of her new book to rethink old ways of marketing the arts. A ‘must include’ in any performing arts manager’s library.\"\u003cbr\u003e —Glenn McCoy, executive director, San Francisco Ballet\u003c\/p\u003e \u003cp\u003e\"The needs and behavior of audiences for the performing arts have changed fundamentally since 9\/11. Joanne Scheff Bernstein records these changes and offers invaluable insights into how they can be addressed by laying out the necessity for a new order of thinking.\"\u003cbr\u003e —Robert J. Orchard, executive director, American Repertory Theatre and Institute for Advanced Theatre Training at Harvard University\u003c\/p\u003e","brand":"Jossey-Bass","offers":[{"title":"Default Title","offer_id":47988766212325,"sku":"NP9780787978440","price":32.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780787978440.jpg?v=1761781508","url":"https:\/\/k12savings.com\/es\/products\/arts-marketing-insights-isbn-9780787978440","provider":"K12savings","version":"1.0","type":"link"}