Standing room only : strategies for marketing the performing arts / Philip Kotler, Joanne Scheff.

Includes bibliographical references and index.

Defining the mission — The performing arts — A growing crisis? — The marketing mind-set — A promising answer: strategic market planning — Understanding the performing arts market — Understanding the performing arts audience — Identifying market segments, selecting target markets, and positioning the offer — Determining market size and desires: market research — Identifying the competition and potential collaborators — Developing the strategy — Defining and positioning the product offering — Pricing the performances for cost and value — Managing, capacity, and ticket distribution systems — Building audience and loyalty — Delivering the message — Formulating the communication strategy — Developing effective advertising and sales promotion — Improving image and visibility through public relations — Designing and managing a market-effective organization and its volunteer programs — Marketing plans, budges, implementation, and control — Securing the future — Attracting funds and other resources — Audiences for now- audiences for the future.

A complete and up-to-date sourcebook of marketing strategies and techniques for music, dance, opera, and theater organizations, Standing Room Only is an indispensable tool for performing arts managers, marketers, board members, fund-raisers, educators, donors, corporate sponsors, and consultants. Written by one of the world's leading marketing authorities and a well-known educator and consultant to the arts management community, the book will significantly help. Performing arts organizations define their goals and improve their practices and impact — while ensuring that they remain true to their artistic and public missions. From cultivating an organization wide marketing mind-set, doing market research, and understanding your target market to delivering an effective message, designing attractive offerings, managing volunteers, and sustaining viability through fund-raising, the book covers everything you need to know to put a strategic marketing program in place and run it for the future. Standing Room Only offers dozens of examples of innovative and effective marketing strategies from performing arts organizations all over the world — strategies that will ensure that the performing arts will prosper in today's rapidly changing social, economic, and demographic climate.