Using Strategic Marketing to Define and Analyze the Product Offering

Joanne Scheff Bernstein

Chapter Chapter 8 in Standing Room Only, 2014, pp 169-186 from Palgrave Macmillan

Abstract: Abstract The works presented on the stages of performing arts organizations are their raison d’être. Yet the product consists not only of the performances themselves; it is the complete bundle of offerings and experiences provided by the institution to the public.

Date: 2014
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DOI: 10.1007/978-1-137-37569-8_9

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