Author: Peterson, Robert A.

Publication Year: 1979

Media Type: Book

Summary:

Abstract:

The author uses information generated in a community arts market study to illustrate the principles of market analysis, segmentation, and targeting. He examines the ways in which the market can be divided into meaningful segments with unique needs and resources. He shows how an arts organization can use such targeting in maintaining or establishing a wide base of support.

CONTENTS
Marketing fundamentals.
Market analysis.
Market segmentation.
Market targeting.
Concluding comments.
References.

Arts & Intersections:

Categories: Fundraising