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010   $a9781137375698
010   $a1137375698
024 7 $a10.1007/978-1-137-37569-8
035   $a(CKB)3790000000020686
035   $a(EBL)1685950
035   $a(OCoLC)913796989
035   $a(MiAaPQ)EBC4894472
035   $a(DE-He213)978-1-137-37569-8
035   $a(MiAaPQ)EBC1685950
035   $a(Au-PeEL)EBL1685950
035   $a(PPN)20299435X
035   $a(Perlego)3498686
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100   $a20170630d2014      u|         0
101 0 $aeng
135   $aur|n|---|||||
181   $2rdacontent
182   $2rdamedia
183   $2rdacarrier
200 10$aStanding Room Only $eMarketing Insights for Engaging Performing Arts Audiences /$fby J. Bernstein
205   $a2nd ed. 2014.
210  1$aNew York :$cPalgrave Macmillan US :$cImprint: Palgrave Macmillan,$d2014.
215   $a1 online resource (421 p.)
300   $aDescription based upon print version of record.
311 08$a9781137282934 
311 08$a1137282932 
320   $aIncludes bibliographical references and index.
327   $aCover; Title; Copyright; Dedication; Contents; List of Tables and Exhibits; Foreword; Introduction; Chapter 1 The Performing Arts:; Chapter 2 The Evolution and Principles of Marketing; Chapter 3 Understanding the Performing Arts Market:; Chapter 4 Exploring Characteristics of Current and Potential Performing Arts Attenders; Chapter 5 Planning Strategy and Applying the Strategic Marketing Process; Chapter 6 Identifying Market Segments, Selecting Target Markets, and Positioning the Offer; Chapter 7 Conducting and Using Marketing Research
327   $aChapter 8 Using Strategic Marketing to Define and Analyze the Product OfferingChapter 9 Managing Location, Capacity, and Ticketing Systems; Chapter 10 Focusing on Value and Optimizing Revenue through Pricing Strategies; Chapter 11 Identifying and Capitalizing on Brand Identity; Chapter 12 Formulating Communications Strategies; Chapter 13 Delivering the Message:; Chapter 14 Harnessing and Leveraging the Power of Digital Marketing Methods; Chapter 15 Building Audience Frequency and Loyalty; Chapter 16 Focusing on the Customer Experience and Delivering Great Customer Service
327   $aChapter 17 Audiences for Now Audiences for the Future; Notes; Index
330   $aStanding Room Only combines practical advice for creating a strategic marketing program and maintaining a successful performing arts organization. This revised edition lays out a framework to navigate the digital age, from online ticketing options, to marketing options in social, and mobile media.
606   $aMarketing
606   $aPerforming arts
606   $aTheater
606   $aEngineering
606   $aLife sciences
606   $aSocial sciences
606   $aHumanities
606   $aScience
606   $aMarketing
606   $aTheatre and Performance Arts
606   $aTechnology and Engineering
606   $aLife Sciences
606   $aHumanities and Social Sciences
606   $aPhysical Sciences
615  0$aMarketing.
615  0$aPerforming arts.
615  0$aTheater.
615  0$aEngineering.
615  0$aLife sciences.
615  0$aSocial sciences.
615  0$aHumanities.
615  0$aScience.
615 14$aMarketing.
615 24$aTheatre and Performance Arts.
615 24$aTechnology and Engineering.
615 24$aLife Sciences.
615 24$aHumanities and Social Sciences.
615 24$aPhysical Sciences.
676   $a791.06/98
686   $aPER014000$aBUS043000$aBUS043040$2bisacsh
700   $aBernstein$b J$4aut$4http://id.loc.gov/vocabulary/relators/aut$01853706
701  2$aKotler$b Philip$034994
801  0$bMiAaPQ
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906   $aBOOK
912   $a9911035156003321
996   $aStanding Room Only$94450335
997   $aUNINA