Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences

"I view this book, Arts Marketing Insights, as the performing arts bible for the times."
—Philip Kotler, Kellogg School of Management, Northwestern University

"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."
—Glenn McCoy, executive director, San Francisco Ballet

"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."
—Robert J. Orchard, executive director, American Repertory Theatre and Institute for Advanced Theatre Training at Harvard University