Standing Room Only (2^nd Ed., 2nd ed. 2014) Marketing Insights for Engaging Performing Arts Audiences

Standing Room Only combines practical advice for creating a strategic marketing program and maintaining a successful performing arts organization. This revised edition lays out a framework to navigate the digital age, from online ticketing options, to marketing options in social, and mobile media.

Introduction 1. The Performing Arts: History And Issues; An Ongoing Crisis? A Growing Crisis? 2. The Evolution and Principles of Marketing 3. Understanding the Performing Arts Market: How Consumers Think 4. Exploring Characteristics of Current and Potential Performing Arts Attenders 5. Planning Strategy and Applying the Strategic Marketing Process 6. Identifying Market Segments, Selecting Target Markets, and Positioning the Offer 7. Conducting and Using Market Research 8. Using Strategic Marketing to Define and Analyze the Product Offering 9. Managing Location, Capacity, and Ticketing Systems 10. Delivering Value and Maximizing Revenue Through Pricing Strategies 11. Identifying and Capitalizing on Brand Identity 12. Formulating Communications Strategies 13. Delivering the Message: Advertising, Personal Selling, Sales Promotion, Public Relations, and Crisis Management 14. Harnessing and Leveraging the Power of Digital Marketing Methods 15. Building Audience Frequency and Loyalty 16. Focusing on the Customer Experience and Delivering Great Customer Service 17. Audiences for Now; Audiences for the Future

Joanne Scheff Bernstein was coauthor of the acclaimed first edition of Standing Room Only and author of Arts Marketing Insights. One of the world's leading arts marketing authorities, she is a well-known educator, arts manager, and consultant to the arts management community. She was Professor of Business Institutions at Northwestern University, taught arts management at the Kellogg Graduate School of Management, has taught at Bocconi University in Milan and was a Fulbright Senior Scholar at the Helsinki School of Economics. She has been a frequent speaker across the United States and internationally, including engagements in Seoul, Tokyo, Moscow, Sydney, and Copenhagen. She served as executive director of a symphony orchestra and a dance company, and has consulted extensively with diverse non-profit arts organizations.