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.
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