Co-Author of Standing Room Only publishes new arts marketing book.
Arts Marketing Insights
The Dynamics of Building and Retaining Performing Arts Audiences
by Joanne Scheff Bernstein
published by Jossey-Bass, an Imprint of Wiley, November 2006
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. Joanne Scheff Bernstein presents concepts and strategies that address the changing lifestyles, needs, interests, and preferences of current and potential audiences. She helps readers understand the mind-set of performing arts attenders and how to 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 explains how to leverage the Internet and e-mail as powerful marketing channels. Arts Marketing Insights is replete with vivid case studies and examples that illustrate the author's strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries. This book combines the best of proven marketing wisdom with viable new ideas and approaches that arts marketers can adopt to help their organizations thrive while realizing their artistic missions.