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Standing Room Only

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Cover of 'Standing Room Only'

Table of Contents

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    Book Overview
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    Chapter 1 Introduction
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    Chapter 2 The Performing Arts: History and Issues—an Ongoing Crisis? A Growing Crisis?
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    Chapter 3 The Evolution and Principles of Marketing
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    Chapter 4 Understanding the Performing Arts Market: How Consumers Think
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    Chapter 5 Exploring Characteristics of Current and Potential Performing Arts Attenders
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    Chapter 6 Planning Strategy and Applying the Strategic Marketing Process
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    Chapter 7 Identifying Market Segments, Selecting Target Markets, and Positioning the Offer
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    Chapter 8 Conducting and Using Marketing Research
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    Chapter 9 Using Strategic Marketing to Define and Analyze the Product Offering
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    Chapter 10 Managing Location, Capacity, and Ticketing Systems
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    Chapter 11 Focusing on Value and Optimizing Revenue through Pricing Strategies
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    Chapter 12 Identifying and Capitalizing on Brand Identity
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    Chapter 13 Formulating Communications Strategies
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    Chapter 14 Delivering the Message: Advertising, Personal Selling, Sales Promotion, Public Relations, and Crisis Management
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    Chapter 15 Harnessing and leveraging the Power of Digital Marketing Methods
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    Chapter 16 Building Audience Frequency and Loyalty
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    Chapter 17 Focusing on the Customer Experience and Delivering Great Customer Service
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    Chapter 18 Audiences for Now; Audiences for the Future
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Standing Room Only
Published by
Palgrave Macmillan US, January 2014
DOI 10.1007/978-1-137-37569-8
978-1-137-28293-4, 978-1-137-37569-8, 978-1-349-67078-9, 978-1-137-37568-1

Joanne Scheff Bernstein, Bernstein, J., Bernstein, Joanne Scheff

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