فقط جای ایستاده: بینش بازاریابی برای جذب مخاطبان هنرهای نمایشی در سال ۲۰۱۷
Standing Room Only: Marketing Insights for Engaging Performing Arts Audiences 2017

1. Cover

2. Title Page

3. Copyright Page

4. Dedication

5. Table of Contents

6. List of Tables and Exhibits

7. Foreword

8. Introduction

1. The Performing Arts: History and Issues—an Ongoing Crisis? A Growing Crisis?

2. The Evolution and Principles of Marketing

3. Understanding the Performing Arts Market: How Consumers Think

4. Exploring Characteristics of Current and Potential Performing Arts Attenders

5. Planning Strategy and Applying the Strategic Marketing Process

6. Identifying Market Segments, Selecting Target Markets, and Positioning the Offer

7. Conducting and Using Marketing Research

8. Using Strategic Marketing to Define and Analyze the Product Offering

9. Managing Location, Capacity, and Ticketing Systems

10. Focusing on Value and Optimizing Revenue through Pricing Strategies

11. Identifying and Capitalizing on Brand Identity

12. Formulating Communications Strategies

13. Delivering the Message: Advertising, Personal Selling, Sales Promotion, Public Relations, and Crisis Management

14. Harnessing and Leveraging the Power of Digital Marketing Methods

15. Building Audience Frequency and Loyalty

16. Focusing on the Customer Experience and Delivering Great Customer Service

17. Audiences for Now; Audiences for the Future

26. Notes

27. Index