Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences Book pdf

Philip Kotler: Born May 27, 1931 in Chicago. Professor of International Marketing from E&J Johansson and Dettingchweed at the Kellogg's School of Management at Northwestern University in Illinois. He completed his master's degree from the University of Chicago and his Ph.D. from the Massachusetts Institute of Technology, both of which were in economics. After his doctorate he studied mathematics at Harvard University and behavioral sciences at the University of Chicago. He was chosen by the Financial Times in 2001 as the fourth most important thinker in the field of management, ranked after Peter Drucker, Bill Gates, Jack Welch. In 2008, Wall Street Journal named him the sixth most influential business thinker. Kotler works as a consultant for several major American companies such as IBM, Michelin, American Bank, General Electric, Motorola. His consultancy in the field of marketing strategies, planning and organization in marketing management, international marketing. Kotler conducts panel discussions and lectures in various countries of the world. His book (Marketing Management), in its twelve editions, is considered the basic book for teaching marketing in many universities around the world, and it has also been translated into many languages. On his definition of marketing, Kotler adopts Peter Drucker's description of marketing, which is that marketing cannot be considered an independent function in the organization (the company), but is part of all its functions... It is the view of the organization's products from the customer's point of view. Kotler is considered a pioneer of marketing.talk.

Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences book pdf by Philip Kotler

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 subscription 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 arts audiences, conduct research, and 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 helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries.