Praise for "Arts Marketing Insights"
"This isn't just a great handbook for arts marketers--it should
be required reading for board members, too. It debunks, challenges,
and clarifies a lot about consumer behavior and marketing best
practices for the arts and backs it up with evidence."
--Michael Lynch, chief executive, South Bank Centre, and former
chief executive, Sydney Opera House
"Joanne Scheff Bernstein has written the best manual I know on
arts marketing. She never loses sight of the deep and unchanging
value of the art itself, while offering a panoply of fascinating
and useful ideas for getting it to more people."
--Peter Pastreich, former executive director, San Francisco
Symphony and St. Louis Symphony
"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
"This book presents an innovative framework for a fresh
understanding of arts audiences whose market behavior has become
more sophisticated in recent years."
--Severino Salvemini, professor of business organizations, and
arts and culturalmanagement program director, Bocconi University,
Milan
""Arts Marketing Insights" addresses the most critical issues
facing every arts administrator involved in cultivating
long-lasting relationships with audiences. Joanne Scheff
Bernstein's observations and suggestions will stimulate valuable
creative thinking across all departments."
--Marc A. Scorca, president and CEO, OPERA America
"I view this book, "Arts Marketing Insights," as the performing
arts bible for the times."
--Philip Kotler, Kellogg School of Management, Northwestern
University
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