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Management and the Arts, 4th Edition by William Byrnes

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CHAPTER 11

Marketing and the Arts

The behavior of arts audiences is changing dramatically. Although some performing arts organizations have successfully retained and even grown their subscriber base in recent years, since the mid-nineties many organizations have been losing ground in their efforts to both attract and retain subscribers.

Joanne Scheff Bernstein, Arts Marketing Insights

KEY WORDS

Marketing

Needs and wants

Functional satisfaction

Psychological satisfaction

Exchange

Form, time, place, and possession utilities

Production, sales, and marketing eras

Product, sales, and customer orientations

The four Ps: product, price, place, and promotion

Marketing mix

Market segments

Target marketing

Demographic profile

Psychographic profile

Focus ...

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