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| Author: | Bennett, R. |
| Title: | Ticket sales forecasting methods and performance of UK theatre companies |
| Journal: | International Journal of Arts Management
2002 : FALL, VOL. 5:1, p. 36-49 |
| Index terms: | Theatre industry Arts Sales Performance appraisal Forecasting United Kingdom Europe |
| Language: | eng |
| Abstract: | The directors of 209 United Kingdom (UK) theatres completed questionnaires concerning the manner in which their organizations managed the ticket sales forecasting function, the factors underlying high-quality forecasts and the ways in which the outcomes to forecasting exercises were employed. It emerged that specific elements contributed significantly to successful ticket sales forecasting, notably the degree of formality of the organization's forecasting system and the involvement in the forecasting process of (a) teams drawn from various sections and departments, and (b) outside consultants. Further influences included the length of the forecast period, the extent to which management consulted with front-line box office staff and the examination of certain sources of information. |
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