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Relationship marketing, audience retention and performing arts organisation viability Rentschler, Ruth, Radbourne, Jennifer, Carr, Rodney and Rickard, John 2002, Relationship marketing, audience retention and performing arts organisation viability, International journal of nonprofit and voluntary sector marketing, vol. 7, no. 2, pp. 118-130. Title Relationship marketing, audience retention and performing arts organisation viability Author(s) Rentschler, Ruth Radbourne, Jennifer Carr, Rodney Rickard, John Journal name International journal of nonprofit and voluntary sector marketing Volume number 7 Issue number 2 Start page 118 End page 130 Publisher Wiley Interscience Place of publication Malden, Mass. Publication date 2002 ISSN 1465-4520 Summary Marketing strategy in performing arts organisations has become particularly important in the increasingly competitive environment in which the arts operate. Since the late 1980s there has been a necessary shift in focus to audience development away from product development. This change in focus is being encouraged to ensure the long-term viability of performing arts organisations (PAOs) and micro-economic reform. While government reports have recommended strategies aimed at building audience based recognition, this is an expensive approach for many PAOs and does not produce short term returns. Little attention has been paid to building enduring relationships with existing audiences as a way if having a more dramatic impact on PAOs' long-term viability. This paper explores this theme through relationship marketing and the implication of retaining existing audiences. The paper identifies the changing cultural environment which has led to the importance if marketing. It then explains the concepts if relationship marketing and its pertinence to PAOs' viability by presenting a loyalty ladder. The structure is modelled as a dynamic conceptualisation of the relationships (audience and organisation) to assist arts managers to decide whether to focus their efforts on catching or keeping customers to maximise earned income. Notes Published Online: 12 Jul 2006 Language eng Field of Research 150599 Marketing not elsewhere classified HERDC Research category C1 Refereed article in a scholarly journal Copyright notice ©Henry Stewart Publications Persistent URL http://hdl.handle.net/10536/DRO/DU:30004323 Document type: Journal Article Collections: School of Management and Marketing Higher Education Research Group Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Thu, 20 Nov 2008, 12:57:43 EST Wed, 30 Jun 2010, 15:10:00 EST Wed, 30 Jun 2010, 15:11:08 EST Filtered Full Access Statistics: 591 Abstract Views, 0 File Downloads  -  Detailed Statistics Created: Mon, 07 Jul 2008, 09:18:01 EST

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