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STRATEGIC ARTS MARKETING PLANNING AND PRODUCT POLICIES
MARKETING RESEARCH AND ARTS MARKET ANALYSIS
ELABORATING AND CONTROLLING THE ARTS MARKETING PROGRAM
ABOUT THE EDITORS AND CONTRIBUTORS
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activities advertising aesthetic American Conservatory Theatre artistic arts administrators arts consumer arts events arts managers arts marketing arts product attendance attract audience audience studies ballet basic behavior booking agencies budget Business Center cetera channel members chapter competition concept costs cultural customers dance decisions donors efforts environment example experience factors focus Ford Foundation formal functions funding goals Greyser important increase individual institutions interactive involved KLBJ Kotler market analysis market segments marketing audit marketing management marketing mix marketing plan marketing program marketing research marketing strategy mass media museum Nonprofit objectives opera organization's organizational patrons percent performing arts organizations potential present problems promotion questionnaire questions responsibility revenues role sample seats smaller organizations social specific sponsors and booking strategic marketing subscribers subscription survey target theater ticket tion types utility variable Weinberg Zachary Scott