000			03207nam a22002297a 4500
008			240514b |||||||| |||| 00| 0 eng d
020			_a9780875847375
040			_cTBS
041			_aeng
050			_a PN1590.M27 _bK68 1997
100			_aKotler, Philip _91123 _eauthor
245			_aStanding room only _b: strategies for marketing the performing arts _c/ Philip Kotler, Joanne Scheff.
260			_aBoston, MA : Harvard Business School Press, 1997.
300			_axii, 560 pages : illustrations, charts, graphs (black and white) ; 24 cm.
500			_a"Published in association with Americans for the Arts."
504			_aIncludes bibliographical references and index.
505			_aDefining 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.
520			_aA 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.
650		0	_aPerforming arts _xMarketing _920325
700			_aScheff, Joanne _923520 _eauthor
942			_2lcc
999			_c3459 _d3459