Standing Room Only:
Strategies for Marketing the Performing Arts
By Philip Kotler and Joanne Scheff
The Customer-Centered Mind-Set
In a sophisticated marketing organization, all marketing analysis and planning begins and ends with the customer. A customer-centered mind-set requires that the organization systematically study customers' needs and wants, perceptions and attitudes, preferences and satisfactions. Then the organization must act on this information to improve its offerings to better meet its customers' needs. In this sense, marketing is a philosophy of management, not a function of the organization.
This does not mean that organizations must compromise or deny their artistic integrity and present more programs that appeal to a broader audience. It means that the organization's approach to marketing the entire experience must give the customer a central focus.
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