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Strength in numbers : = Data-driven strategic marketing in mid-sized to large performing arts organizations.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Strength in numbers :/
Reminder of title:	Data-driven strategic marketing in mid-sized to large performing arts organizations.
Author:	Sharbaugh, Victoria.
Description:	1 online resource (102 pages)
Notes:	Source: Masters Abstracts International, Volume: 55-04.
Contained By:	Masters Abstracts International55-04(E).
Subject:	Arts management. -
Online resource:	click for full text (PQDT)
ISBN:	9781339669496

Strength in numbers : = Data-driven strategic marketing in mid-sized to large performing arts organizations.
Sharbaugh, Victoria.

Strength in numbers :Data-driven strategic marketing in mid-sized to large performing arts organizations. - 1 online resource (102 pages)

Source: Masters Abstracts International, Volume: 55-04.

Thesis (M.A.)

Includes bibliographical references

This thesis explores how mid-sized to large performing arts organizations use data-driven marketing to enhance their strategic process and how that approach compares to the traditionally-defined concept of data-driven marketing. Data-driven marketing, as a term, has only been recently explored by the arts sector, so conversations around the topic are mainly limited to conferences and lectures, and minimal published research exists. This paper includes an extensive literature review about data-driven marketing as a concept and arts marketing theory, a detailed survey about current data-driven practices, and in-depth interviews with arts marketing professionals. Through all the primary and secondary research that was compiled, this thesis posits that performing arts organizations are using the 'data-driven strategic marketing' term differently than how it has been traditionally-defined. They do this by not including a multitude of sources and disregarding the importance of external data on serving the mission of the organization. Additionally, when implementing the concept, performing arts organizations more often use it operationally rather than strategically to build loyal and connected arts audiences.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9781339669496Subjects--Topical Terms:

1183332
Arts management.
Index Terms--Genre/Form:

554714
Electronic books.

Strength in numbers : = Data-driven strategic marketing in mid-sized to large performing arts organizations.
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500 $a Source: Masters Abstracts International, Volume: 55-04.
500 $a Adviser: Ximena Varela.
502 $a Thesis (M.A.) $c American University $d 2016.
504 $a Includes bibliographical references
520 $a This thesis explores how mid-sized to large performing arts organizations use data-driven marketing to enhance their strategic process and how that approach compares to the traditionally-defined concept of data-driven marketing. Data-driven marketing, as a term, has only been recently explored by the arts sector, so conversations around the topic are mainly limited to conferences and lectures, and minimal published research exists. This paper includes an extensive literature review about data-driven marketing as a concept and arts marketing theory, a detailed survey about current data-driven practices, and in-depth interviews with arts marketing professionals. Through all the primary and secondary research that was compiled, this thesis posits that performing arts organizations are using the 'data-driven strategic marketing' term differently than how it has been traditionally-defined. They do this by not including a multitude of sources and disregarding the importance of external data on serving the mission of the organization. Additionally, when implementing the concept, performing arts organizations more often use it operationally rather than strategically to build loyal and connected arts audiences.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Arts management. $3 1183332
650 4 $a Marketing. $3 557931
650 4 $a Performing arts. $3 556749
655 7 $a Electronic books. $2 local $3 554714
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856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10103369 $z click for full text (PQDT)