Abstract
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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Notes
Theodore Levitt, The Marketing Imagination (New York: Free Press, 1986), 76–77.
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.
Clayton Lord, ed., Counting New Beans (San Francisco: Theatre Bay Area, 2012), 179, 181.
Leonard L. Berry and A. Parasuraman, Marketing Services (New York: Free Press, 2004), 190.
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© 2014 Joanne Scheff Bernstein
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Bernstein, J.S. (2014). Using Strategic Marketing to Define and Analyze the Product Offering. In: Standing Room Only. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-137-37569-8_9
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