Research Catalog

Title

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

Author

Kotler, Philip.

Publication

Boston, Mass. : Harvard Business School Press, [1997], ©1997.

Items in the Library & Off-site

Holdings

Details

Additional Authors

Scheff, Joanne.

Description

xii, 560 pages : illustrations; 24 cm

Summary

• 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 organizationwide 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.

Subject

• Performing arts > Marketing

Note

• "Published in association with Americans for the Arts."

Bibliography (note)

• Includes bibliographical references and index.

Contents

• 1. The Performing Arts: A Growing Crisis? -- 2. The Marketing Mind-Set -- 3. A Promising Answer: Strategic Market Planning -- 4. Understanding the Performing Arts Audience -- 5. Identifying Market Segments, Selecting Target Markets, and Positioning the Offer -- 6. Determining Market Size and Desires: Market Research -- 7. Identifying the Competition and Potential Collaborators -- 8. Defining and Positioning the Product Offering -- 9. Pricing the Performances for Cost and Value -- 10. Managing Location, Capacity, and Ticket Distribution Systems -- 11. Building Audience Frequency and Loyalty -- 12. Formulating the Communication Strategy -- 13. Developing Effective Advertising and Sales Promotion -- 14. Employing Direct Marketing and Database Marketing -- 15. Improving Image and Visibility through Public Relations -- 16. Designing and Managing a Market-Effective Organization and Its Volunteer Programs -- 17. Marketing Plans, Budgets, Implementation, and Control --
• 18. Attracting Funds and Other Resources -- 19. Audiences for Now - Audiences for the Future.

ISBN

0875847374 (alk. paper)

LCCN

96010225

OCLC

• 34283029
• ocm34283029

Owning Institutions

Columbia University Libraries