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| Author: | Colbert, F. |
| Title: | The Piccolo Teatro of Milan: Theatre of Europe |
| Journal: | International Journal of Arts Management
2005 : SPRING, VOL 7:3, p. 66-76 |
| Index terms: | Theatre industry Dramatic art Marketing Brands Customer relations Case studies Italy |
| Language: | eng |
| Abstract: | Founded in 1947 in Italy, the Piccolo Teatro of Milan (henceforth as: P.T.) is one of the most prestigious theatre companies in the world. Its program includes over 650 performances a year in the P.T.'s three theatres. In addition to running an acting school, the P.T. tours in over 40 countries. The company with some 70 full-time and 150 part-time employees, is 55 percent self-financing. The P.T.'s marketing department has a strong customer focus with managerial aim of establishing a stable, long-term relationship with the theatre's audiences. The P.T. is an example of successful branding, scoring high on all five characteristics of a strong brand: customer loyalty, brand association and identity, name awareness, perceived quality, and proprietary assets. Due to its Eurolab project, the P.T. can now be accessed virtually on the Internet as well as physically. |
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