Arts Marketing Insights

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Arts Marketing Insights offers strategies to address the changing lifestyles, needs, interests, and preferences of their current and potential audiences. nonprofit performing arts managers, marketers, board members, and professors and students of arts management Joanne Scheff Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries. Bernstein helps readers understand current and potential performing arts audiences, conduct research, and provide excellent customer service. She demonstrates that arts organizations can benefit by expanding the meaning of “valuable customer” to include single ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. This book combines the best of proven marketing wisdom with viable new ideas and approaches that arts marketers can adopt to help their organizations thrive and realize their artistic missions.