Arts Marketing Insights - by Joanne Scheff Bernstein
Arts Marketing Insights by Joanne Scheff Bernstein is a much needed addition to the performing art marketer's bookshelf - although it shouldn't be left there, but remain well thumbed and notated on your desk.Revisiting the performing arts marketing arena 10 years after her earlier book (with Philip Kotler) Standing Room Only: Strategies for Marketing and Performing Arts
, Arts Marketing Insights brings marketing concepts right up to date, reflecting the changes that have occured in audience pschology and the technology that has brought them
about.The development of the internet has changed the expectations of the audience. Database marketing has moved through two major phases since 1997. First was the move to customer relationship management, and this very quickly moved onto customer managed relationships - a market place where it is the customers who decide what information they want to see and when they want to see it - and if they are interested they want to see a lot more of it.
Not only have audiences' attitudes towards marketing changed, but also how they decide on the performances they will attend. In todays's hectic schedule it is increasingly difficult for people to commit too far ahead so performing arts organisations are havign to offer increasingly flexible ways for customers to book tickets as the traditional subscription approach.
In this latest book, Joanne concentrates on what has changed and how it can be applied and adpated to rather than cover old ground (although the chapter on strategic marketing planning should be required reading for all students of marketing) and, as with Standing Room Only, it contains many case studies which illustrate the ideas in practice - each showing that this is a book for practical application and not just an academic treatise.
More insights can be found at Arts Marketing Insights.
Marketing Ltd
