Standing Room Only

Marketing Insights for Engaging Performing Arts Audiences

Authors: Bernstein, J.

  • Joanne Scheff Bernstein has worked/consulted for many major theater programs around the US such as the Illinois Symphony Orchestra, Chicago Opera Theater, the San Francisco Symphony, the San Francisco Opera, the San Francisco Ballet, and the American Conservatory Theater
  • Since the initial publication, the world of arts marketing has undergone many changes, especially with the boom of internet outreach and the necessity of a web presence
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eBook $39.99
price for USA (gross)
  • ISBN 978-1-137-37569-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $55.00
price for USA
  • ISBN 978-1-137-28293-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

About the authors

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.

Reviews

'Bernstein's book is equally valuable to professional arts managers who are looking for solutions to their marketing problems as it is to students who want to learn arts marketing principles for the first time. But what makes this book unique is that Joanne truly believes in the fundamental greatness and power of the arts to positively affect the people and society. She challenges us to believe in it too, and then tells us how to effectively communicate that greatness to our potential audience.' Miho Ito, Arts Bridge, Inc. (Tokyo)

'The best 'crash course' in audience development in the arts there is. If you're a busy executive, you owe it to yourself to read it. You'll find compelling strategies and tried-and-true techniques, and you'll quickly see why this should be required reading for all new hires, as well as your Board. Don't reinvent the wheel find out what really works!' Eugene Carr, Founder & CEO, Patron Technology

'In this second edition of Standing Room Only, Bernstein includes a new paradigm for engaging consumers through social media, website development, online ticketing, blogs, email and mobile phone marketing. A compelling read and a global 'call to action' compulsory reading for all involved in marketing the arts.' Jennifer Radbourne, Emeritus Professor, Deakin University, Australia

'An extraordinary guide for every marketing manager who wants to develop arts audiences. Anyone interested in the value of marketing in the arts should not miss this book.' Lanfranco Li Cauli, Head of Marketing, Piccolo Teatro di Milano, Italy

'Having already devoured the first edition of Standing Room Only, there is a wealth of updated and new information in the second edition. A great guide to all aspects of marketing. It's like having your own consultant sitting on your bookshelf.' Andreas Mitisek, Artistic & General Director, Long Beach Opera / Chicago Opera Theater


Table of contents (18 chapters)

  • Introduction

    Bernstein, Joanne Scheff

    Pages 1-7

  • The Performing Arts: History and Issues—an Ongoing Crisis? A Growing Crisis?

    Bernstein, Joanne Scheff

    Pages 9-32

  • The Evolution and Principles of Marketing

    Bernstein, Joanne Scheff

    Pages 33-45

  • Understanding the Performing Arts Market: How Consumers Think

    Bernstein, Joanne Scheff

    Pages 47-65

  • Exploring Characteristics of Current and Potential Performing Arts Attenders

    Bernstein, Joanne Scheff

    Pages 67-91

Buy this book

eBook $39.99
price for USA (gross)
  • ISBN 978-1-137-37569-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $55.00
price for USA
  • ISBN 978-1-137-28293-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.

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Bibliographic Information

Bibliographic Information
Book Title
Standing Room Only
Book Subtitle
Marketing Insights for Engaging Performing Arts Audiences
Authors
Copyright
2014
Publisher
Palgrave Macmillan US
Copyright Holder
Palgrave Macmillan, a division of Nature America Inc.
eBook ISBN
978-1-137-37569-8
DOI
10.1007/978-1-137-37569-8
Hardcover ISBN
978-1-137-28293-4
Edition Number
2
Number of Pages
XII, 408
Topics