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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