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

菲利普·科特勒：1931 年 5 月 27 日出生于芝加哥。伊利诺伊州西北大学凯洛格管理学院 E&J Johansson 和 Dettingchweed 国际营销教授。他在芝加哥大学完成了硕士学位，在麻省理工学院获得了博士学位，两者都是经济学专业。获得博士学位后，他在哈佛大学学习数学，在芝加哥大学学习行为科学。 2001年，他被英国《金融时报》评为管理领域第四大最重要的思想家，排在彼得·德鲁克、比尔·盖茨、杰克·韦尔奇之后。 2008 年，《华尔街日报》将他评为第六大最具影响力的商业思想家。科特勒在IBM、米其林、美国银行、通用电气、摩托罗拉等几家美国大公司担任顾问。他在营销战略、营销管理规划和组织、国际营销领域的咨询。科特勒在世界各国进行小组讨论和讲座。他的著作（营销管理）共有十二个版本，被认为是全球许多大学营销营销教学的基础书籍，还被翻译成多种语言。在对营销的定义上，科特勒采用了彼得·德鲁克对营销的描述，即营销不能被认为是组织（公司）中的一个独立功能，而是它所有功能的一部分……它是对组织产品的看法从客户的角度来看。科特勒被认为是marketing.talk 的先驱。

Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences pdf 菲利普·科特勒

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.