haku: @author Stoddard, J.E. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Clopton, S.W. Stoddard, J.E. Dave, D. |
| Otsikko: | Event preferences among arts patrons: implications for market segmentation and arts management |
| Lehti: | International Journal of Arts Management
2006 : FALL, VOL. 9:1, p. 48-59 |
| Asiasana: | arts management cluster analysis fund-raising market segmentation |
| Kieli: | eng |
| Tiivistelmä: | Recent changes in the funding priorities of governments and philanthropic organisations are causing arts organisations to become more customer-oriented. This paper presents the results of an arts patron segmentation study designed to determine market segments using cluster analysis based on preferences for arts events. Four segments were identified: reluctant arts patrons, heritage arts patrons, visual and performing arts patrons and comprehensive arts patrons. These resulting segments are then related to arts patron demographics, attendance, venue preferences and sources of arts information. |
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