Standing Room Only

Introduction 1. The Performing Arts: History And Issues; An Ongoing Crisis? A Growing Crisis? 2. The Evolution and Principles of Marketing 3. Understanding the Performing Arts Market: How Consumers Think 4. Exploring Characteristics of Current and Potential Performing Arts Attenders 5. Planning Strategy and Applying the Strategic Marketing Process 6. Identifying Market Segments, Selecting Target Markets, and Positioning the Offer 7. Conducting and Using Market Research 8. Using Strategic Marketing to Define and Analyze the Product Offering 9. Managing Location, Capacity, and Ticketing Systems 10. Delivering Value and Maximizing Revenue Through Pricing Strategies 11. Identifying and Capitalizing on Brand Identity 12. Formulating Communications Strategies 13. Delivering the Message: Advertising, Personal Selling, Sales Promotion, Public Relations, and Crisis Management 14. Harnessing and Leveraging the Power of Digital Marketing Methods 15. Building Audience Frequency and Loyalty 16. Focusing on the Customer Experience and Delivering Great Customer Service 17. Audiences for Now; Audiences for the Future