The way arts patrons access information about events and make their decision to attend them has evolved more in the past decade than it has since the invention of radio or television. These changes are not superficial—they alter the landscape that arts managers must operate in.
Eugene Carr and Michelle Paul, Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century
Needs and wants
Functional and Psychological satisfaction
Product, sales, and customer orientations
Marketing data system
Strategic marketing plans
Public Relations and Communication