Standing room only : marketing insights for engaging performing arts audiences / Joanne Scheff Bernstein.

Previously published: 1997.

Includes bibliographical references (pages 371-393) and indexes.

An Ongoing Crisis? A Growing Crisis?2.The Evolution and Principles of Marketing3.Understanding the Performing Arts Market: How Consumers Think4.Exploring Characteristics of Current and Potential Performing Arts Attenders5.Planning Strategy and Applying the Strategic Marketing Process6.Identifying Market Segments, Selecting Target Markets, and Positioning the Offer7.Conducting and Using Market Research8.Using Strategic Marketing to Define and Analyze the Product Offering9.Managing Location, Capacity, and Ticketing Systems10.Delivering Value and Maximizing Revenue Through Pricing Strategies11.Identifying and Capitalizing on Brand Identity12.Formulating Communications Strategies13.Delivering the Message: Advertising, Personal Selling, Sales Promotion, Public Relations, and Crisis Management14.Harnessing and Leveraging the Power of Digital Marketing Methods15.Building Audience Frequency and Loyalty16.Focusing on the Customer Experience and Delivering Great Customer Service17.Audiences for Now

Audiences for the Future.

Machine generated contents note: -- Introduction1.The Performing Arts: History And Issues

First published in 1997, Standing Room Only has long been considered the marketing bible for theatre organizations and was the collaborative effort of two professors from Northwestern University's Kellogg School of Business, consistently one of the top-ranked business schools in the nation, Standing Room Only combined practical advice for creating a strategic marketing program and maintaining a successful performing arts organization with innovative examples from real theatre organizations around the nation were harnessing the marketing tools at their disposal to achieving rewarding benefits. Its lessons have been proven to be internationally applicable and easily adaptable to the organization type (theatre, opera, ballet, etc.). In this revised edition, Bernstein will bring the work up to the digital age, cutting the concepts that are no longer as viable in today's market while providing much needed guidance for navigating the possibilities of the internet. From online ticketing options to marketing options in social and mobile media, The new edition provides the framework to effortlessly transition into the online market, along with revealing the innovative ideas other theatres have already successfully integrated into their marketing plans, including the Joffrey Ballet's use of Groupon to expand their outreach and effectively work their pricing strategies to attract a whole new level of patrons. --