September 2014
Beginner
600 pages
18h 27m
English
Content preview from Management and the Arts, 5th Edition
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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
Marketing
Needs and wants
Functional and Psychological satisfaction
Exchange Process
Product, sales, and customer orientations
Marketing mix
Market segments
Target marketing
Demographic profile
Marketing data system
Psychographic profile
Focus groups
Strategic marketing plans
Public Relations and Communication
Marketing ...
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