艺术营销解析

　　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 sub*ion 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.

　　Alice Tybout （Editor）， Philip Kotler （Editor）， Philip Kotler （Foreword by） Kellogg on Branding： The Marketing Faculty of The Kellogg School of Management.

Foreword
Philip Kotler
Introduction
The Author
Prologue
1 The State of Performing Arts Attendance and the State of Marketing
2 Exploring Characteristics of Current and Potential Performing Arts udiences
3 Understanding the Consumer Mind-Set
4 Planning Strategy and Applying the Strategic Marketing Process
5 Using Strategic Marketing to Define, Deliver, and Communicate Value
6 Delivering Value Through Pricing Strategies
7 Conducting and Using Marketing Research
8 Leveraging the Internet and E-Mail Marketing
9 Identifying and Capitalizing on Brand Identity
10 Building Loyalty: Subscriptions and Beyond
11 Valuing the Single Ticket Buyer
12 Focusing on the Customer Experience and Delivering Great Customer Service
Epilogue
Notes
Index