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Texas Tech University theatre season...

Martin, Deborah Gail.

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

Record Type:	Electronic resources : Monograph/item
Title/Author:	Texas Tech University theatre season subscription campaign: A marketing analysis and plan./
Author:	Martin, Deborah Gail.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 1998,
Description:	127 p.
Notes:	Source: Dissertation Abstracts International, Volume: 59-03, Section: A, page: 6660.
Contained By:	Dissertation Abstracts International59-03A.
Subject:	Theater. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9826462
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. - Ann Arbor : ProQuest Dissertations & Theses, 1998 - 127 p.

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

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

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.

ISBN: 9780591787993Subjects--Topical Terms:

522973
Theater.

Texas Tech University theatre season subscription campaign: A marketing analysis and plan.
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245 1 0 $a Texas Tech University theatre season subscription campaign: A marketing analysis and plan.
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300 $a 127 p.
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.
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.
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