Further readings

“Audience development toolkit.” British Council, www.britishcouncil.gr/sites/default/files/ima-audience-development-toolkit.pdf

“Marketing Mix Introduction.” Courses Lumenlearning, courses.lumenlearning.com/suny-hccc-introbusiness/chapter/marketing-mix-introduction/

“Positioning Process.” MBA Skool, May 13, 2020, www.mbaskool.com/business-concepts/marketing-and-strategy-terms/17825-positioning-process.html

Bergstrom, Guy. “The ABC’s of Public Relations.”  The balance small business, Mar. 20, 2019, www.thebalancesmb.com/what-is-public-relations-and-how-do-you-do-it-2295982

Duermyer, Randy.  “How to Create a Marketing Plan for Your Home Business.” The balance small business, May 09, 2019, www.thebalancesmb.com/what-is-a-marketing-plan-1794426

Gagnon, Grace.  “APRIL DUNFORD ON POSITIONING FOR GROWTH.” Profitwell, Jan. 28, 2020, www.profitwell.com/blog/april-dunford-recur

Josh. “Types of Market Segmentation (+ Benefits, Tips & Examples).” Businessyield, Sep. 19, 2020, businessyield.com/marketing/types-of-market-segmentation/

Kolb, Bonita. Marketing cultural organizations:  New strategies for attracting audiences to classical music, dance, museums, theatre and opera. Oak Tree Press, 2000.

Kotler, Neil and Philip Kotler. Museum Strategy and Marketing. Designing Missions, Building Audiences, Generating Revenue and Resources. Jossey-Bass, 1998.

Kotler, Philip and Joanne Scheff.  Standing room only:  Strategies for marketing in the performing arts. Harvard School Press, Boston, 1997.

Kouri, Maria. A framework for audience development in non-profit performing arts organisations. Disigma Publications, Thessaloniki, 2018.

McCarthy, Kevin F. and Kimberly J. Jinnett.  A New Framework for Building Participation in the Arts. CA: RAND Corporation, Santa Monica, 2001. www.rand.org/pubs/monograph_reports/MR1323.html.

Proctor, Patrick. “10 SMART Goals Examples for Small Businesses in 2020.” Fit Small Business, Feb. 25, 2020, fitsmallbusiness.com/smart-goals-examples 

  1. SALES PROMOTION provides a wide variety of incentives to encourage the prospective customer to make a purchase. Such incentives include sales and promotions, coupons, product samples, gifts, prizes from sweepstakes and competitions, premiums (=gifts coming with purchase), etc. All these incentives aim to boost sales or entice a new customer to try the product. However, to be considered as incentives, they need to be offered short-term.

Using sales promotion in the cultural sector is a bit different, as the core “product” is not always tangible, but focuses on the visitor’s total Experience, while it cannot easily be sampled prior to purchase. Open days, previews, virtual tours and audiovisual excerpts from museum collections, performances, programmes, and the organisation’s venues are some sampling possibilities

Moreover, organisations reward their loyal supporters by offering a wide range of membership premiums and benefits. Take a look at the membership benefits offered by the British Museum or the Metropolitan Opera.