Author: Recacho, Berlinda P.

Publication Year: 2002

Media Type: Case study

Summary:

Marketing is the process by which you come to understand the relationship between your product and the customer. Earned income is important, but there are benefits that go beyond the bottom line.

Abstract: Marketing is the process by which you come to understand the relationship between your product and the customer. Earned income is important, but there are benefits that go beyond the bottom line. Awareness, reputation, and community outreach are pieces of any organization's overall picture. When a service is free, the definition of customer can be viewed as more than someone who pays to attend a performance or an exhibition. The target customer for Check Us Out is a potential arts patron-or better yet, the parent of potential arts patrons. The objective of Check Us Out and the other Chicago Public Library's cultural partnerships is to offer free access to Chicago's many cultural attractions to a wider, more diverse customer base through the multiple branches of the Chicago Public Library.

Arts & Intersections:

Categories: Marketing and Communications