Arts marketing insights :the dynamics of building and retaining performing arts audiences
- 作者: Bernstein, Joanne Scheff,
- 出版: San Francisco, Calif. : Jossey-Bass c2007.
- 版本: 1st ed.
- 稽核項: xx, 294 p. ;24 cm.
- 標題: Performing arts , Audiences. , Performing arts Audiences. , Performing arts Public relations. , Public relations.
- ISBN: 0787978442 , 9780787978440
- 附註: 101年度教育部「獎勵大學教學卓越計畫」購藏. Includes bibliographical references (p. 267-280) and index.
- 系統號: 005075538
- 資料類型: 圖書
- 讀者標籤: 需登入
- 引用網址: 複製連結
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 Audiences. 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.
來源: Google Book
來源: Google Book
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