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

Foreword vii
Philip Kotler

Introduction xi

The Author xix

Prologue 1

1 The State of Performing Arts Attendance and the State of Marketing 5

2 Exploring Characteristics of Current and Potential Performing Arts Audiences 25

3 Understanding the Consumer Mind-Set 49

4 Planning Strategy and Applying the Strategic Marketing Process 65

5 Using Strategic Marketing to Define, Deliver, and Communicate Value 89

6 Delivering Value Through Pricing Strategies 117

7 Conducting and Using Marketing Research 143

8 Leveraging the Internet and E-Mail Marketing 163

9 Identifying and Capitalizing on Brand Identity 193

10 Building Loyalty: Subscriptions and Beyond 209

11 Valuing the Single Ticket Buyer 235

12 Focusing on the Customer Experience and Delivering Great Customer Service 249

Epilogue 263

Notes 267

Index 281