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Texas Tech University theatre season subscription campaign : = A marketing analysis and plan.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Texas Tech University theatre season subscription campaign :/
其他題名:	A marketing analysis and plan.
作者:	Martin, Deborah Gail.
面頁冊數:	1 online resource (127 pages)
附註:	Source: Dissertation Abstracts International, Volume: 59-03, Section: A, page: 6660.
Contained By:	Dissertation Abstracts International59-03A.
標題:	Theater. -
電子資源:	click for full text (PQDT)
ISBN:	9780591787993

Texas Tech University theatre season subscription campaign : = A marketing analysis and plan.
Martin, Deborah Gail.

Texas Tech University theatre season subscription campaign :A marketing analysis and plan. - 1 online resource (127 pages)

Source: Dissertation Abstracts International, Volume: 59-03, Section: A, page: 6660.

Thesis (Ph.D.)--Texas Tech University, 1998.

Includes bibliographical references

Formal marketing research has only recently been adopted by many non-profit arts organizations. Negative perceptions of marketing concepts have previously been thought unsuitable for the arts, due to its "bottom line" association within for-profit corporations. However, due to the increased competition among arts communities as a result of a shrinking funding base, the arts are looking closely to the adoption of formal marketing practices within their administrations.

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

Mode of access: World Wide Web

ISBN: 9780591787993Subjects--Topical Terms:

836732
Theater.
Index Terms--Genre/Form:

554714
Electronic books.

Texas Tech University theatre season subscription campaign : = A marketing analysis and plan.
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100 1 $a Martin, Deborah Gail. $3 1194139
245 1 0 $a Texas Tech University theatre season subscription campaign : $b A marketing analysis and plan.
264 0 $c 1998
300 $a 1 online resource (127 pages)
336 $a text $b txt $2 rdacontent
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500 $a Source: Dissertation Abstracts International, Volume: 59-03, Section: A, page: 6660.
500 $a Chairperson: Linda Donahue.
502 $a Thesis (Ph.D.)--Texas Tech University, 1998.
504 $a Includes bibliographical references
520 $a Formal marketing research has only recently been adopted by many non-profit arts organizations. Negative perceptions of marketing concepts have previously been thought unsuitable for the arts, due to its "bottom line" association within for-profit corporations. However, due to the increased competition among arts communities as a result of a shrinking funding base, the arts are looking closely to the adoption of formal marketing practices within their administrations.
520 $a Many arts organizations currently find themselves in a crisis situation of a dwindling patron base as a result of the organization not having enough information about the patrons' wants and attendance behavior. Without this information, the arts are unable to promote their product, and communicate effectively and efficiently with their audiences.
520 $a This dissertation reveals the results of formal marketing research conducted at the Texas Tech University Department of Theatre and Dance, specifically addressing the audience profiles of the Mainstage season subscribers. The research was conducted over a five month period using a written survey, a focus group interview, a marketing audit, and observation and informal discussions with subscribers, departmental faculty, and staff.
520 $a The information was collected, analyzed, and compared to larger state and national audience profiles. Finally, recommendations for alterations in current marketing practices--in the form of a comprehensive marketing plan--were made. The objective was to reverse the loss of season subscribers and to build the numbers of subscribers to a level attained during the 1993/94 production season--a level recognized as being the highest attained in the Department's production history.
520 $a The Department of Theatre and Dance finds itself in a very challenging, yet fertile, situation--one in which new faculty members can re-build ties with the season subscribers as well as attract new subscribers that will be drawn to the energy and enthusiasm of a new faculty. This research recognizes these opportunities and makes suggestions that can bring about the most positive results to the current situation.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
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650 4 $a Education finance. $3 1179336
650 4 $a Marketing. $3 557931
655 7 $a Electronic books. $2 local $3 554714
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690 $a 0277
690 $a 0338
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710 2 $a Texas Tech University. $3 1194140
773 0 $t Dissertation Abstracts International $g 59-03A.
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9826462 $z click for full text (PQDT)