2014 | OriginalPaper | Chapter
Formulating Communications Strategies
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
Marketing is a philosophy, a process, and a set of strategies and tactics for influencing behavior—either changing behavior (e.g., encouraging attendance at certain performances) or preventing it from changing (e.g., encouraging patrons to renew their subscriptions). In previous chapters, we considered the offer, price, and place components of the marketing mix and saw how these components influence behaviors directly by providing incentives for action or for reducing disincentives. Everything about an arts organization—its programs, packages, employees, facilities, and actions—communicates something. But influencing behavior is largely a matter of communication.