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 midnineties many organizations have been losing ground in their efforts to both attract and retain subscribers.
Joanne Scheff Bernstein, Arts Marketing Insights
Needs and wants
Form, time, place, and possession utilities
Production, sales, and marketing eras
Product, sales, and customer orientations
The four Ps: product, price, place, and promotion