Marketing the ArtsMichael P. Mokwa, William M. Dawson, E. Arthur Prieve |
Contents
2 2 | 1 |
Marketing as an Answer | 8 |
ARTS CONSUMERS AND AESTHETIC ATTRIBUTES | 29 |
Copyright | |
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activities advertising aesthetic American Conservatory Theatre artistic arts administrators arts companies arts consumers arts managers arts marketing arts product attendance audience audience studies Ballet basic behavior booking agencies Boston budget cetera channel members chapter competition concept concerned costs cultural customers dance decisions DiMaggio donors efforts evaluation example experience factors focus Ford Foundation functions funding goals Greyser important individual institutions interactive involved KLBJ major managerial market analysis market segments marketing management marketing mix marketing plan marketing program marketing research marketing strategy museum nonprofit opera orchestra organization's organizational patrons percent performing arts organizations potential present problems product offering promotion questionnaire questions response role sample smaller organizations specific sponsors and booking subscribers survey symphony target theater ticket tion types University of Wisconsin-Madison utility variables Weinberg Zachary Scott