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Standing Room Only Marketing Insights for Engaging Performing Arts Audiences

ISBN-10: 1137282932
ISBN-13: 9781137282934
Edition: 2nd 2014 (Revised)
List price: $55.00
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Description: First published in 1997, Standing Room Only has long been considered the marketing bible for theatre organizations. The collaborative effort of two professors from Northwestern University's Kellogg School of Business, it has consistently been one of  More...

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Book details

List price: $55.00
Edition: 2nd
Copyright year: 2014
Publisher: Palgrave Macmillan
Publication date: 5/12/2014
Binding: Hardcover
Pages: 408
Size: 6.25" wide x 9.50" long x 1.50" tall
Weight: 1.584

First published in 1997, Standing Room Only has long been considered the marketing bible for theatre organizations. The collaborative effort of two professors from Northwestern University's Kellogg School of Business, it has consistently been one of the top-ranked business schools in the US. Standing Room Only combined practical advice for creating a strategic marketing program and maintaining a successful performing arts organization with innovative examples from real theatre organizations around the nation were harnessing the marketing tools at their disposal to achieving rewarding benefits. Its lessons are internationally applicable and easily adaptable to the organization type (theatre, opera, ballet, etc.).In this revised edition, Bernstein will bring the work up to the digital age, cutting the concepts that are no longer as viable in today's market while providing much needed guidance for navigating the possibilities of the internet. From online ticketing options to marketing options in social and mobile media, the new edition provides a framework to effortlessly transition into the online market. It also reveals the innovative ideas other theatres have already successfully integrated into their marketing plans, including the Joffrey Ballet's use of Groupon to expand their outreach and effectively work their pricing strategies to attract a whole new level of patrons.

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