Standing Room Only

1. Introduction
Joanne Scheff Bernstein

2. The Performing Arts: History and Issues—an Ongoing Crisis? A Growing Crisis?
Joanne Scheff Bernstein

3. The Evolution and Principles of Marketing
Joanne Scheff Bernstein

4. Understanding the Performing Arts Market: How Consumers Think
Joanne Scheff Bernstein

5. Exploring Characteristics of Current and Potential Performing Arts Attenders
Joanne Scheff Bernstein

6. Planning Strategy and Applying the Strategic Marketing Process
Joanne Scheff Bernstein

7. Identifying Market Segments, Selecting Target Markets, and Positioning the Offer
Joanne Scheff Bernstein

8. Conducting and Using Marketing Research
Joanne Scheff Bernstein

9. Using Strategic Marketing to Define and Analyze the Product Offering
Joanne Scheff Bernstein

10. Managing Location, Capacity, and Ticketing Systems
Joanne Scheff Bernstein

11. Focusing on Value and Optimizing Revenue through Pricing Strategies
Joanne Scheff Bernstein

12. Identifying and Capitalizing on Brand Identity
Joanne Scheff Bernstein

13. Formulating Communications Strategies
Joanne Scheff Bernstein

14. Delivering the Message: Advertising, Personal Selling, Sales Promotion, Public Relations, and Crisis Management
Joanne Scheff Bernstein

15. Harnessing and leveraging the Power of Digital Marketing Methods
Joanne Scheff Bernstein

16. Building Audience Frequency and Loyalty
Joanne Scheff Bernstein

17. Focusing on the Customer Experience and Delivering Great Customer Service
Joanne Scheff Bernstein

18. Audiences for Now; Audiences for the Future
Joanne Scheff Bernstein

Keywords: Business and Management, Marketing, Theatre and Performance Studies, Popular Science, general, Economics, general