艺术营销解析

　　Alice Tybout （Editor）， Philip Kotler （Editor）， Philip Kotler （Foreword by） Kellogg on Branding： The Marketing Faculty of The Kellogg School of Management.

Audience behavior began to shift dramatically in the mid 1990s. Since then， people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a sub*ion series. Arts attenders also expect more responsive customer service than ever before. Because of these and other factors， many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles， needs， interests， and preferences of their current and potential audiences. 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. In this book， Joanne Scheff Bernstein helps readers to understand performing ar...