MARC details
| 000 -CABECERA |
|---|
| campo de control de longitud fija |
03207nam a22002297a 4500 |
| 008 - DATOS DE LONGITUD FIJA--INFORMACIÓN GENERAL |
|---|
| campo de control de longitud fija |
240514b |||||||| |||| 00| 0 eng d |
| 020 ## - NÚMERO INTERNACIONAL ESTÁNDAR DEL LIBRO |
|---|
| Número Internacional Estándar del Libro |
9780875847375 |
| 040 ## - FUENTE DE LA CATALOGACIÓN |
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| Centro/agencia transcriptor |
TBS |
| 041 ## - CÓDIGO DE LENGUA |
|---|
| Código de lengua del texto/banda sonora o título independiente |
eng |
| 050 ## - SIGNATURA TOPOGRÁFICA DE LA BIBLIOTECA DEL CONGRESO |
|---|
| Número de clasificación |
PN1590.M27 |
| Número de documento/Ítem |
K68 1997 |
| 100 ## - ENTRADA PRINCIPAL--NOMBRE DE PERSONA |
|---|
| Nombre de persona |
Kotler, Philip |
| 9 (RLIN) |
1123 |
| Término indicativo de función/relación |
author |
| 245 ## - MENCIÓN DE TÍTULO |
|---|
| Título |
Standing room only |
| Resto del título |
: strategies for marketing the performing arts |
| Mención de responsabilidad, etc. |
/ Philip Kotler, Joanne Scheff. |
| 260 ## - PUBLICACIÓN, DISTRIBUCIÓN, ETC. |
|---|
| Lugar de publicación, distribución, etc. |
Boston, MA : Harvard Business School Press, 1997. |
| 300 ## - DESCRIPCIÓN FÍSICA |
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| Extensión |
xii, 560 pages : illustrations, charts, graphs (black and white) ; 24 cm. |
| 500 ## - NOTA GENERAL |
|---|
| Nota general |
"Published in association with Americans for the Arts." |
| 504 ## - NOTA DE BIBLIOGRAFÍA, ETC. |
|---|
| Nota de bibliografía, etc. |
Includes bibliographical references and index. |
| 505 ## - NOTA DE CONTENIDO CON FORMATO |
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| Nota de contenido con formato |
Defining the mission — The performing arts — A growing crisis? — The marketing mind-set — A promising answer: strategic market planning — Understanding the performing arts market — Understanding the performing arts audience — Identifying market segments, selecting target markets, and positioning the offer — Determining market size and desires: market research — Identifying the competition and potential collaborators — Developing the strategy — Defining and positioning the product offering — Pricing the performances for cost and value — Managing, capacity, and ticket distribution systems — Building audience and loyalty — Delivering the message — Formulating the communication strategy — Developing effective advertising and sales promotion — Improving image and visibility through public relations — Designing and managing a market-effective organization and its volunteer programs — Marketing plans, budges, implementation, and control — Securing the future — Attracting funds and other resources — Audiences for now- audiences for the future. |
| 520 ## - SUMARIO, ETC. |
|---|
| Sumario, etc. |
A complete and up-to-date sourcebook of marketing strategies and techniques for music, dance, opera, and theater organizations, Standing Room Only is an indispensable tool for performing arts managers, marketers, board members, fund-raisers, educators, donors, corporate sponsors, and consultants. Written by one of the world's leading marketing authorities and a well-known educator and consultant to the arts management community, the book will significantly help. Performing arts organizations define their goals and improve their practices and impact — while ensuring that they remain true to their artistic and public missions. From cultivating an organization wide marketing mind-set, doing market research, and understanding your target market to delivering an effective message, designing attractive offerings, managing volunteers, and sustaining viability through fund-raising, the book covers everything you need to know to put a strategic marketing program in place and run it for the future. Standing Room Only offers dozens of examples of innovative and effective marketing strategies from performing arts organizations all over the world — strategies that will ensure that the performing arts will prosper in today's rapidly changing social, economic, and demographic climate. |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Performing arts |
| Subdivisión general |
Marketing |
| 9 (RLIN) |
20325 |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Scheff, Joanne |
| 9 (RLIN) |
23520 |
| Término indicativo de función/relación |
author |
| 942 ## - ELEMENTOS DE ENTRADA AGREGADA (KOHA) |
|---|
| Fuente del sistema de clasificación o colocación |
Clasificación de Library of Congress |
