Using Strategic Marketing to Define and Analyze the Product Offering

  • Joanne Scheff Bernstein


The works presented on the stages of performing arts organizations are their raison d’être. Yet the product consists not only of the performances themselves; it is the complete bundle of offerings and experiences provided by the institution to the public.


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    Theodore Levitt, The Marketing Imagination (New York: Free Press, 1986), 76–77.Google Scholar
  2. 2.
    Olson Zaltman Associates, “Thoughts and Feelings about Broadway Theatre—And Its Role in Your Life,” a ZMET Study for the League of American Theatres and Producers, fall 2006.Google Scholar
  3. 5.
    Clayton Lord, ed., Counting New Beans (San Francisco: Theatre Bay Area, 2012), 179, 181.Google Scholar
  4. 8.
    Leonard L. Berry and A. Parasuraman, Marketing Services (New York: Free Press, 2004), 190.Google Scholar

Copyright information

© Joanne Scheff Bernstein 2014

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  • Joanne Scheff Bernstein

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