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Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences [Kindle Edition]

Joanne Scheff Bernstein , Philip Kotler
4.7 out of 5 stars  See all reviews (9 customer reviews)

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Book Description

Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsive customer service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences.

Arts Marketing Insights offers managers, board members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the future. In this book, Joanne Scheff Bernstein helps readers to understand performing arts audiences, conduct research, and provide excellent customer service. She demonstrates that arts organizations can benefit by expanding the meaning of "valuable customer" to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries.

Editorial Reviews


“…the chapters stand as worthwhile updates of a field that has faced a variety of changes and challenges in that intervening decade.” (Nonprofit and Voluntary Sector Quarterly, 05/01/2008)


"I view this book, Arts Marketing Insights, as the performing arts bible for the times."
—Philip Kotler, Kellogg School of Management, Northwestern University

"With the same rigor, intelligence, and practicality she brings to her consulting work, Joanne Scheff Bernstein challenges readers of her new book to rethink old ways of marketing the arts. A ‘must include’ in any performing arts manager’s library."
—Glenn McCoy, executive director, San Francisco Ballet

"The needs and behavior of audiences for the performing arts have changed fundamentally since 9/11. Joanne Scheff Bernstein records these changes and offers invaluable insights into how they can be addressed by laying out the necessity for a new order of thinking."
—Robert J. Orchard, executive director, American Repertory Theatre and Institute for Advanced Theatre Training at Harvard University

Product Details

  • File Size: 2557 KB
  • Print Length: 294 pages
  • Publisher: Jossey-Bass; 1 edition (May 18, 2009)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B000V6KAAS
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Enabled
  • Amazon Best Sellers Rank: #670,851 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.7 out of 5 stars
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Most Helpful Customer Reviews
18 of 19 people found the following review helpful
This book was recommended to me by a colleague. In my profession I work closely with staff at many performing arts organizations who really could benefit from reading this book. The author does not simply pontificate, she provides a really fresh look at the challenges and opportunities for increasing audience size, connecting with patrons, improving financial health, website best practices, marketing campaigns, the list goes on and on. Best of all, Ms. Bernstein backs up her findings and recommendations with research and case studies - introducing the reader to methodology that is sure to win over any board of directors skeptical of change. I give this book 5 stars!
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5 of 5 people found the following review helpful
3.0 out of 5 stars Basic info May 31, 2013
Format:Hardcover|Verified Purchase
This is an "okay" book, primarily because much of the information is outdated for the 21st century. The basic information contains some good marketing sense using good ideas for the 20th century. I think this could be a very good book if the authors would update the book to address the types of social medium, web opportunities and other 21st century methods of marketing. Today's marketing professionals, as well as volunteers, need to know the pros and cons of each new method now available.
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10 of 12 people found the following review helpful
5.0 out of 5 stars Great cases, fantastic resource January 14, 2009
A truly great resource for arts professionals at all points in their careers. Bernstein uses engaging stories to bring to life principles of marketing. Her experience is evident.
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9 of 12 people found the following review helpful
5.0 out of 5 stars Arts Marketing November 20, 2009
Format:Hardcover|Verified Purchase
As a teacher of Arts Marketing , I found this book to be invaluable. Definitely the best text in this area I have come across. The author clearly has in depth experience of the arts and the book is well laid out and easy to read. The case studies in the text of various arts organisations really help to explain aspects of Arts marketing. A great read!
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5.0 out of 5 stars Great product condition and delivery service January 4, 2013
By cici
Format:Hardcover|Verified Purchase
The book's brand-new and just as described by the seller on every detail. The book arrived at the exact date as guaranteed. I haven't finished reading the book but it seems to me that it is everything that a new arts marketer would want.
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More About the Author

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, frequent speaker, 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, at Bocconi University in Milan, and taught as 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, Cardiff, Valencia, and Copenhagen. She served as executive director of a symphony orchestra and a dance company, and has consulted extensively with diverse nonprofit arts organizations. She is a graduate with distinction from the Kellogg Graduate School of Management and is a member of the Beta Gamma Sigma Honor Society in business.


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