Arts Marketing Insights

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Arts Marketing Insights

Joanne Scheff Bernstein
Arts Marketing Insights Book PDF

Author : Joanne Scheff Bernstein
Publisher : John Wiley & Sons
Page : 325 pages
File Size : 55,6 Mb
Release : 2011-01-19
Category : Business & Economics
ISBN : 9781118046821

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Arts Marketing Insights by Joanne Scheff Bernstein Pdf

Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsive customer service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences. Arts Marketing Insights offers managers, board members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the future. In this book, Joanne Scheff Bernstein helps readers to understand performing arts audiences, conduct research, and provide excellent customer service. She demonstrates that arts organizations can benefit by expanding the meaning of "valuable customer" to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries.

Standing Room Only

J. Bernstein
Standing Room Only Book PDF

Author : J. Bernstein
Publisher : Springer
Page : 408 pages
File Size : 50,7 Mb
Release : 2017-06-30
Category : Business & Economics
ISBN : 9781137375698

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Standing Room Only by J. Bernstein Pdf

Standing 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.

Marketing Insights from A to Z

Philip Kotler
Marketing Insights from A to Z Book PDF

Author : Philip Kotler
Publisher : Wiley + ORM
Page : 234 pages
File Size : 50,9 Mb
Release : 2011-01-06
Category : Business & Economics
ISBN : 9781118045619

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Marketing Insights from A to Z by Philip Kotler Pdf

The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more. Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.

Marketing the Arts

Anthony Rhine
Marketing the Arts Book PDF

Author : Anthony Rhine
Publisher : Rowman & Littlefield
Page : 275 pages
File Size : 45,5 Mb
Release : 2020-05-13
Category : Performing Arts
ISBN : 9781538128961

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Marketing the Arts by Anthony Rhine Pdf

With limited budgets and resources, arts ventures are struggling to employ modern marketing methods to promote their events. Marketing the Arts introduces students, young professionals, and even seasoned veterans to new and refined marketing approaches—by drawing on marketing theory as it is used by huge multi-nationals, exploring such theories in the context of creative ventures generally, and the fine and performing arts specifically. The book is designed for classroom use, but also appeals to practitioners looking to strengthen their understanding of marketing, as well as for individuals interested in selling their creations. The book addresses: market research marketing strategy value creation branding customer acquisition market distribution pricing strategy sustaining customers and value Features include: Discussion questions and classroom activities Case studies of real life situations Commentary by current professional practitioners Companion website

Arts Marketing

Finola Kerrigan,Peter Fraser,Mustafa Ozbilgin
Arts Marketing Book PDF

Author : Finola Kerrigan,Peter Fraser,Mustafa Ozbilgin
Publisher : Routledge
Page : 240 pages
File Size : 45,8 Mb
Release : 2007-03-30
Category : Business & Economics
ISBN : 9781136428258

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Arts Marketing by Finola Kerrigan,Peter Fraser,Mustafa Ozbilgin Pdf

Arts Marketing focuses on a variety of sectors within the arts and addresses the way in which marketing principles are applied within these, outlining both the similarities and the differences that occur. Relating policy to practice, this contributed text demonstrates the most effective means of marketing in specific areas of the arts, with each chapter having been written by a specialist in the field. Although primarily focusing on the UK market, the subject has global relevance and appeal, and policy is evaluated on national, European and supranational levels. Specialist topics dealt with range from the marketing of the theatre, opera, and museums, through to the film industry and popular music.

The Routledge Companion to Arts Marketing

Daragh O'Reilly,Ruth Rentschler,Theresa A. Kirchner
The Routledge Companion to Arts Marketing Book PDF

Author : Daragh O'Reilly,Ruth Rentschler,Theresa A. Kirchner
Publisher : Routledge
Page : 444 pages
File Size : 49,6 Mb
Release : 2013-12-17
Category : Art
ISBN : 9781135012212

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The Routledge Companion to Arts Marketing by Daragh O'Reilly,Ruth Rentschler,Theresa A. Kirchner Pdf

The relationship between the arts and marketing has been growing ever more complex, as the proliferation of new technologies and social media has opened up new forms of communication. This book covers the broad and involved relationship between the arts and marketing. It frames "arts marketing" in the context of wider, related issues, such as the creative and cultural industries, cultural policy and arts funding, developments in the different art forms and the impact of environmental forces on arts business models and markets. The Routledge Companion to Arts Marketing provides a comprehensive, up-to-date reference guide that incorporates current analyses of arts marketing topics by leaders of academic research in the field. As such, it will be a key resource for the next generation of arts marketing scholars and teachers and will constitute the single most authoritative guide on the subject internationally.

Arts Marketing

Finola Kerrigan,Peter Fraser,Mustafa Özbilgin
Arts Marketing Book PDF

Author : Finola Kerrigan,Peter Fraser,Mustafa Özbilgin
Publisher : Routledge
Page : 223 pages
File Size : 51,6 Mb
Release : 2004
Category : Business & Economics
ISBN : 0750659688

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Arts Marketing by Finola Kerrigan,Peter Fraser,Mustafa Özbilgin Pdf

Arts Marketing focuses on a variety of sectors within the arts and addresses the way in which marketing principles are applied within these, outlining both the similarities and the differences that occur. Relating policy to practice, this contributed text demonstrates the most effective means of marketing in specific areas of the arts, with each chapter having been written by a specialist in the field. Although primarily focusing on the UK market, the subject has global relevance and appeal, and policy is evaluated on national, European and supranational levels. Specialist topics dealt with range from the marketing of the theatre, opera, and museums, through to the film industry and popular music. * Focuses on individual sectors of arts marketing to provide insight into the marketing principles that are involved in specific areas * Accompanied by an online resource containing discussion questions to extend learning beyond the text * Relates marketing policy to practice

The Art of Digital Marketing

Ian Dodson
The Art of Digital Marketing Book PDF

Author : Ian Dodson
Publisher : John Wiley & Sons
Page : 614 pages
File Size : 42,9 Mb
Release : 2016-04-04
Category : Business & Economics
ISBN : 9781119265726

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The Art of Digital Marketing by Ian Dodson Pdf

The premier guide to digital marketing that works, and a solid framework for success The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels. The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns. Get inside the customer's head with deep consumer research Constantly improve your campaigns based on feedback and interactions Integrate digital activities across channels, including traditional marketing Build campaigns based on customer choice and control Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Art of Digital Marketing opens the door for your next campaign.

Marketing the Arts

Finola Kerrigan
Marketing the Arts Book PDF

Author : Finola Kerrigan
Publisher : Routledge
Page : 442 pages
File Size : 50,8 Mb
Release : 2010-04-27
Category : Art
ISBN : 9781136995019

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Marketing the Arts by Finola Kerrigan Pdf

In recent years, there have been significant shifts in arts marketing, both as a practice and an academic discipline. The relationship between art and the market is increasingly complex and dynamic, requiring a transformation in the way the arts are marketed. Marketing the Arts argues that arts marketing is not about the simple application of mainstream managerial marketing to the arts. With contributions from international scholars of marketing and consumer studies, this book engages directly with a range of contemporary themes, including: The importance of arts consumption and its social dimensions The importance of the aesthetic experience itself, and how to research it Arts policy development The art versus commerce debate The role of the arts marketer as market-maker The artist as brand or entrepreneur This exciting new book covers topics as diverse as Damien Hirst’s 'For the Love of God', Liverpool’s brand makeover, Manga scanlation, Gob Squad, Surrealism, Bluegrass music, Miles Davis and Andy Warhol, and is sure to enthuse students and enlighten practitioners.

Marketing Chronicles

Nimish V. Dwivedi
Marketing Chronicles Book PDF

Author : Nimish V. Dwivedi
Publisher : Notion Press
Page : 141 pages
File Size : 44,9 Mb
Release : 2017-10-09
Category : Business & Economics
ISBN : 9781947949164

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Marketing Chronicles by Nimish V. Dwivedi Pdf

“A lucid, insightful and at times provocative look at brands and marketing over the years . Simple, well written and immensely readable, this is a must read for all observers, students and practitioners of marketing.” Bharat Puri, Managing Director, Pidilite Industries. “Nimish was always a diligent and thoughtful student in my Strategic Marketing class at Jamnalal Bajaj. Am delighted that he has chosen to share contemporary insights and perspectives on marketing from his two decade long career. Am sure this will be relevant for both practitioners and students of marketing and business.” Tarun Gupta, Faculty at Jamnalal Bajaj, Consultant & Marketing Veteran • From a marketing professional, practitioner and observer, this compendium will be useful for all students of marketing and practitioners.• Filled with concepts explained through real examples and cases, the book focuses on insights, interesting concepts and informative observations.• Covers a vast spectrum of marketing subjects from branding concepts to unique media strategies to segmentation tothe power of measurement and metrics.

Creative Arts Marketing

Elizabeth Hill,Terry O'Sullivan,Catherine O'Sullivan
Creative Arts Marketing Book PDF

Author : Elizabeth Hill,Terry O'Sullivan,Catherine O'Sullivan
Publisher : Routledge
Page : 382 pages
File Size : 40,9 Mb
Release : 2012-06-25
Category : Business & Economics
ISBN : 9781136413339

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Creative Arts Marketing by Elizabeth Hill,Terry O'Sullivan,Catherine O'Sullivan Pdf

As a comprehensive overview of all aspects of marketing in the sector, Creative Arts Marketing remains unrivalled, and in addition this edition gives new coverage of- * Current knowledge and best practice about marketing and advertising through new media * The impact of Relationship Marketing techniques * A wholly revised and enhanced set of cases * Entirely revised and updated data on the arts 'industry' Creative Arts Marketing reflects the diversity of the arts world in its wide ranging analysis of how different marketing techniques have worked for a diverse range of arts organizations. As such it is an invaluable text for both students and arts managers

Arts Marketing

Keith Diggle
Arts Marketing Book PDF

Author : Keith Diggle
Publisher : Unknown
Page : 293 pages
File Size : 44,6 Mb
Release : 1994
Category : Arts
ISBN : 0946890587

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Arts Marketing by Keith Diggle Pdf

Providing a comprehensive guide to effective arts marketing this book examines the main factors behind audience building with detailed information on product publicity, advertising, public relations, sales, seat pricing, subscription promotion and financial planning.

Invitation to the Party

Donna Walker-Kuhne
Invitation to the Party Book PDF

Author : Donna Walker-Kuhne
Publisher : Theatre Communications Group
Page : 192 pages
File Size : 55,8 Mb
Release : 2005-01-01
Category : Performing Arts
ISBN : 9781559366366

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Invitation to the Party by Donna Walker-Kuhne Pdf

The handbook to attract and involve audiences of color for arts and cultural institutions.

Management and the Arts

William Byrnes
Management and the Arts Book PDF

Author : William Byrnes
Publisher : CRC Press
Page : 497 pages
File Size : 44,8 Mb
Release : 2012-08-21
Category : Performing Arts
ISBN : 9781136082382

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Management and the Arts by William Byrnes Pdf

Management and the Arts, Fourth Edition provides you with theory and practical applications from all management perspectives including planning, marketing, finance, economics, organizational, staffing, and group dynamics ALL related to an arts organization. Whether you are a manager in a theatre, museum, dance company, or opera, you will gain useful insights into management. Topics written especially to help you with your management skills include: * How arts organizations and management evolved * The theories and processes behind strategic planning and decision making * Organizing and organizational design * Staffing and personal relations * The tools and techniques available from communicating effectively and keeping track of information * Budgeting, fundraising, and financial management * Integrating various management theories and practical applications * How to work effectively with boards * Sections on e-marketing and Web marketing * Includes: case studies, statistics, career, and financial information Revised to reflect the latest thinking and trends in managing organizations and people, Management and the Arts, Fourth Edition features class-tested questions in each chapter, which help you to integrate the material and develop ideas as to how the situations and problems could have been handled. Case studies focus on the challenges facing managers and organizations every day, and "In The News quotes give you real-world examples of principles and theories. Developing career skills and options, graduate and postgraduate training opportunities, and professional organizations and conferences are highlighted.

Truth, Lies, and Advertising

Jon Steel
Truth Lies and Advertising Book PDF

Author : Jon Steel
Publisher : John Wiley & Sons
Page : 330 pages
File Size : 41,6 Mb
Release : 1998-03-13
Category : Business & Economics
ISBN : UOM:39015040152376

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Truth, Lies, and Advertising by Jon Steel Pdf

Account planning is a discipline that combines aspects of four traditionally separate areas of advertising and marketing. This text aims to demonstrate how to use account planning to win clients and produce better, more effective advertising. It also shows the role account planning played in producing celebrated advertising campaigns.